IVIODERI\l 

SHOW C/%RD 
l-ETTERII\IG 
DESIGNS ETC 

WITH 

2000 

/%DVERTISII\G 
l=>Hn^SES 

DISPLAY SIGNS 
SHOW CARDS 
AND POSTERS 

** PRICE: St.OO 




PUBLISHED BY 

THE TH(»fPSON SCHOOL OF LETTERING 

PONTIACjMICH. 



REVISED EDITION. COMPLETE SELF-INSTRUCTOR 



muH-m I'M! m m i n 1 1 1 1 1 1 ii i-H-HH-t-s-n-H-f- n-m- i -n-w ^^^^^-n 1 1 1 1 1 1 1 1 1 1 !■ 



Modern Show Card Lettering^ 



Designs and Advertising Phases 



A practical treatise on up-to-date Pen and 
Brush Lettering, giinng instruction respect- 
ing many styles of Alphabets, shading, 
spacing, figures and show card designing 



u IS y^ ^ j^^ I flOmpSOTl^ Pontiac, Michigan. 



^4„H-+++++++++i-H-Hi++++++++ ^-in^^i^-Mi♦^-H■^■^^i^^-H-^^ ^■M ■^ - ^-^^■^°^^■■H■^-l^^°H^^^^°i^^^■^ 



LIBRARY of OONOkESS 
Two Copies Recelvtd 

NOV 14 1906 

• C«pyrl(ht Entry 

COPY B. 






Contents. 



(s> 



■T(a 



Page. 
Show Card Lettering, how to begin, and necessary ma- 
terial 5 

Marlcing Pen Lettering Exercise 7 

Marliing Pen Alphabet and Figures 9 

Marking Pen Show Card Alphabet 11 

Automatic Shading Pen Alphabet 13 

Rapid Automatic Sign Alphabet 15 

Ornamental Designs, Corner Pieces and Borders 17 

Show Card Illustrations — Marking and Shading Pen 

Work li» 

Rapid German Text 21 

Old English Text 2S 

BRUSH LETTERING — How to hold the brush; how 

to make show card paints, etc 24-2G 

BRUSH LETTERING — Elementary Study 26 

BRUSH LETTERING — Rapid Single Stroke Al- 
phabet 2 a 



Page. 
Show Card Illustrations — Single Stroke Brush Let- 
tering 31 

FIGURES for Price Tickets, Etc 33 

Modern Roman Alphabet, Upper and Lower Case 

Letters 35-37 

Show Card and Price Ticket Illustrations 39 

Bulletin Script, Upper and Lower Case Letters 41 

Italic Roman, Upper and Lower Case Letters 43 

Convex Modern Roman Alphabet, Upper and Lower 

Case Letters 45-47 

Medieval Alphabet, Upper and Lower Case Letters. . . 49-51 
Modern Script Alphabet, Upper and Lower Case Let- 
ters 53-55 

Show Cards and Price Tickets, Illustrated 57 

Modern Show Card Designs 58-59-60-61 

Different Styles of Shading Letters, Etc 62 

2000 Advertising Phrases 63-95 




Pontiac, Mich. ]^ j^ Thompson 

1906 ^ 



i 



►+++++++++++++++H 



Preface 

A system for learnlngf Show Card Lettering must combine a definite and a methodical 

4 arrangement of practical copies with instructions in detail as to practice, materials used, etc. 4 

t Among the hundreds of technical books on the market today there are few, it any, on I; 

+ the subject of general show card lettering that meet the exacting requirements for success + 

J among beginners and those of some experience. f 

+ A special and distinctive feature in this book is the arrangement of graded copies J 

i and instruction designed for practical business purposes. Many have grown discouraged J 

J trying to learn the art alone. To those this book comes as a most welcome ai I by giving J 

reliable and trustworthy instructions with copies for practice. + 

We believe our friends will find it an invaluable aid to all who want to acquire a + 

beautiful and rapid method of practical lettering. + 



THIRD EDITION 



tOPYlSKillT, iniKt. 

BY 
W. A. THOMPSON. 

REA1SED KDinON. 



COPYRIGHT, inofl. 
Il\- 

W. A. THOMPSON. 



Show Card and Ticket Lettering 



How to Begin and Necessary Materials 

The first number we begin with No. 1 Marking Pen, which 
throws a solid line or stroke 1-8 of an inch wide. The Mark- 
ing Pen is a strong and perfect device for rapid and clean 
cut lettering for small cards, tickets, etc. The use of these 
pens — different sizes — 1-16 to 1-2 inch wide, enables the 
learner to acquire a substantial and easy method of under- 
standing the proper form and slant of all styles of lettering 
without the perplexing and laborious task of learning the 
art with a sable lettering pencil. Our method, if carried out 
by careful practice and strict attention to the Instruction 
that accompanies each lesson, will bring the student in a 
very short time to a full mastery of general show card and 
off-hand lettering with either pen or brush. 

INKS — A good ink is very important for neat work. Com- 
mon writing fluid is too thin to produce a deep color or bril- 
liant letter. You need ink strong in color with enough Gum 
Arabic in it to be about the thickness of common syrup 
or varnish. This will keep it from flowing too freely. Should 
the ink become too thick and make broken work in your 
lettering, add a few drops of water and mix. Marking and 
Shading Inks on the market, made of good material and of 
the proper consistency, will flow free, cut clean in lettering 
and dry hard with gloss. — See Page 98. 

In practical work it is a decided advantage for the card 
writer to be enabled to make marking or shading inks as 
needed. So we give a simple and neat method as to how 
the student may make inks from the start by preparing the 
same at flrst cost. First take a package of "Thompson's 




Figure 1. 

Ink Powder" of the desired color (see page 99) and pour the 
contents into an ink bottle. Fill the same nearly full with 
warm water. This will dissolve the ink powder Instantly and 
make an exceedingly strong solution. Now, all that is neces- 
sary is to get good Gum Arabic mucilage and color same by 
adding a few drops of the ink powder solution. Very little 
of the solution will produce a brilliant and deep color. If 
the ink should be too thin add a few pieces of Gum Arabic 
about the size of a pea; this will make It of the proper con- 
sistency. Should the ink become too thick and make broken 
work in your lettering, add a few drops of water. Very 
little practice will overcome any difficulty in making and 
using this ink. For a neat and clean method it would be ad- 
visable to get six or eight wide-mouth ounce bottles at a 
drug store, or any small and low set bottles that may be at 



hand. In this way one could have a full line of inks and color 
mucilage as needed. 

In regard to mucilage we may say there are many brands 
of commercial mucilage now on the market which contain a 
combination of glue, acids ( etc. This very often does not 
give the best results for clean cut lettering. The best to 
use is pure Gum Arabic of an ordinary grade (not pulver- 
ized.) This, when dissolved with water so that it will bring 
it to about the consistency of syrup or varnish, may be 
colored by adding a few drops of the ink powder solution 
of the desired color. If you make the mucilage in this way 
always strain through coarse muslin. For individual work 
an ounce bottle or an ordinary ink bottle of inucilage 's 
plenty to color at a time and will be easily kept in good 
working order. 

PRACTICE PAPER — Any paper of a smooth and firm sur- 
face will answer; wrapping paper of this quality will give 
good results. Don't use paper of a glazed surface. Cross 
ruled paper is recommended if you are a beginner. By this 
you have a guide in keeping the pen at the proper angle. 

CARE OF PENS — Before you commence place a glass 
upon your table containing about a half inch of water, then 
place pens in this as in glass on table in Figure 1. This 
will keep them in good order for doing nice work. When 
a method of this kind is not used the pens are liable to get 
clogged, which is very vexing, as rough and broken letters 
is the result. 

USING INK — Never dip marking pen in ink. Figure 2 
shows a neat and quick method of inserting the ink in pen. 
Take a tooth pick, lead pencil, or small splinter of wood, 
dip same in bottle, then drop ink by this means between 




blades of pen, one or 
your pen. 



Figure 2. 
two di'oiis a 



t a time. Don't overload 




MOW TO HOLD 



Figure 3. 
THE PEN — Observe 



Figure 3 closely 








iL> 



take the pen in your hand and hold in an easy and natural 
way, as suggested in this illustration, see that the nib ot the 
pen is at an angle of about 4 5 degrees from the base line 
and preserve this position in all marking and shading pen 
lettering. When you have caught the idea you have already 
I;arned one of the iirst essentials for rapid and ornamental 
lettering with an easy movement. 

HOW TO LE'ITKR — Practice a few minutes with a dry 
pen, following the strokes or principles given in this number, 
then write copies of same on your practice paper. Before 
commencing to letter see that your pen throws a full and 
clear stroke. Have a small slip of paper at hand to make 
test strokes before beginning on any particular work. If 
you are careful a base line will be all that is necessary to 
preserve the proper position. Go slow, study the position 
and movement of the different characters. In lettering al- 
ways use downward pressure and only sufficient to make 
tlie ink flow. The pen should never be moved upward unless 
running edgeways. Fine lines are made by sliding the pen in 
this way, either up or down. 

To be successful in this line of work it is very important 
to pay particular attention to every detail connected with 
each number, studying as well as practicing the outlines and 
construction of each letter. 

Number 2. 

Study and practice on the construction of letters given in 
the first line of illustration, and review work on No. 1 before 
commencing on alphabet. 

For a quick mastery of any style of lettering it is necessary 
to get familiar with the component .parts and the order in 
which they make up a complete letter. Practice carefully 
on "1" stroke and oval of "O". Always hold pen so that tlie 
blades will retain the same slant. Study proportion, spacing 
and freedom of movement. When lettering lift the pen after 
stopping — not while in motion. 

If, at any time you find your Marking Pens do not work 



satisfactory and have a tendency to scratch, get a sheet of 
emery cloth, number 00, and cut a narrow strip of this and 
tack the same on a small piece of board about 2x6 inches. 
Draw the blades of pen firmly over the emery cloth length- 
— 'se. This will make the pen smooth and quickly put it in 
a^od. order for neat work. See that the nitches or teeth of 
pen are clear, a thin knife blade will remedy any trouble in 
this line. Always place pens in glass on table or desk as 
shown in illustration (Number One) before beginning your 
practice. If anything should occur with your Shading Pens 
use a smooth oil stone in place of emery cloth. This is im- 
portant for a smooth surface in order to produce the flat tint 
or shade of letter. 

It is not all study, nor all practice that wins in show card 
lettering, but a combination of both. 

Be sure you understand the proper method for best re- 
sults. 

That the pen, arms and paper or cardboard are in proper 
position. 

That the pen contains enough ink — not too much. 

That the entire point of pen rests full width on practice 
paper. 

That the pressure of pen is just enough to secure a full and 
even stroke. 

Be careful to use very little of the Ink Powder solution 
when making Blue or Green Ink. If you get either of these 
colors too strong they will show almost a dense black. For 
a bright blue or green color, simply add a few drops of the 
Ink Powder solution of the desired shade to a small bottle of 
mucilage. — See Inks, First Number. 



Number a. 






Xiiiuber 3. 

Before teginnlng on this alphabet it would be well to re- 
view the instruction and outlines given in Number 1 and 2 in 
regard to position of body, pens. inks. etc.. also practice faith- 
fully on the outlines and alphabet of same. 

In this number you will notice the letters are vertical in- 
stead of slanting stj'Ie, as in former lessons in pen lettering. 
This alphabet may be made very rapidly and also have the 
appearance of being somewhat tasty without extra effort, as 
the letters are formed by natural and rapid strokes of the 
pen. The size of the letters may be varied by the use of nar- 
row or wide marking pens. The proportion may be varied by 
making the letters tall and slender or by making them low 
and extended. Study and practice especially the form and 
make-up of each letter, then you will be in good position to 
vary the proportion of lettering or wording on either small or 
large show cards, tickets, etc. 

Pay attention to a few general rules, as follows; For A 
make the bottom a little wider than B at its widest part. The 
first strokes of E and L and practically the same. Make the 
top stem of F as long as top stem of E. Always have the 
middle stem exactly like E; first stroke of G same 
as flr.<5t stroke of C, but a little wider, so as to allow 
for short horizontal stroke and curve as finish. Make H 
almost the same widih as D. "When making letter S always 



begin with stroke at bottom and build up. the top stroke 
being the last made, and should be shorter than stroke at 
bottom. The rest are all easy when you have mastered this 
alphabet so far. The lower case letters given in the illus- 
tration will be found ver.v interesting, as a few simple stroltes 
ma lie uii the set. 

Te perpendicular stroke, full and half length, is used in 
b. d. f. h. i. j, k. 1. m, n, p, cj, r, t. u. If the outlines and in- 
structions in each of these lessons are followed faithfully, 
the learner, in a short time, will be able to form letters free 
hand without a ruler, compass or any other guide, except the 
eye. Spacing should be determined by the form of the letters. 
Between full letters the space should be wider than between 
letters where a curve exists, or between those that are open. 
For example; FG, the space should then be narrower. There 
is no definite rule for spacing. Practice alone will teach you. 
As a general rule make the spacing between open letters nar- 
nower than between full letters. If the letters are full at the 
bottom, let the space at the bottom govern. 

Practice faithfully and study spacing, make an effort to 
letter cards and tickets without tracing or guide lines. You 
will find in a very short time this will be an advantage in the 
work, and also the lettering, when finished, will present a 
more handsome appearance than drawn strictly to measured 
lines. 



-aabgdhefghu 



Xuniber i. 



Automatic Shading Pen Lettering 



The Automatic Shading Pen is so constructed as to produi -o 
two colors or shades at one stroke from one color of ink. it 
Is a strong: and perfect device for rapid and ornamental letter- 
ing of various styles, and iE> daily becoming better known and 
its field of usefulness is unbounded. The work being above 
the ordinary style of printing or writing, attracts attention to 
the goods advertised. Notwithstanding the many merits of 
these pens many have found it difficult to get good results, 
simply by not understanding or having a proper method of 
lettering to do the pen and themselves Justice. 

If you have carefully followed the instructions and outlines 
In former numbers you will now be in good position to make 
a very creditable beginning in Automatic Lettering, and in a 
short time you will excite the curiosity of your frends by 
rapidly executing new and novel designs in general lettering, 
also in forming combinations of colors and shades in a few 
minutes that can not be duplicated in as many hours by the 
most successful sign painters. 

Outside of the practical and unique effects in this cJass iif 
work by these pens, they enable the learner to acquire the 
proper forms and slant of many styles of lettering with a 
greater degree of ease and accuracy than can be done in any 
other way. This work and practice will be found valuable 
when beginning on Brush work, as it will aid the learner to 
make rapid progress in off-hand lettering, and also be an ad- 
vantage to the more advanced student. 

In this number we present a rapid marking alphabet. You 



Once more in regard to your inks. Shading ink should be 
a little thicker than the ink tor marking pens, but in your 
practice work, of you use ordinary manilla wrapping paper 
of a fairly smooth surface, the ink you have been using In 
former lessons will throw two shades and will work very 
nicely. In using paper or cardboard of a better quality, that 
is a hard, smooth surface, your shading ink will have to be 
of the proper consistency to produce two distinct shades. 
If your ink does not make two distinct shades (with the Shad- 
ing Pen) it is too thin. In this case add a few pieces of Gum 
Arabic: this, when dissolved, will thicken the ink. If the ink 
makes broken work and does not work smooth It Is too 
thick: to remedy this add a few drops of water and mix. 
When practicing always keep a glass v/ith about half an Inch 
of water in same on table or desk as in lesson 1, so as to 
keep your pens in good working order. 

will notice the Shading Pens used are considerable wider 
than the Marking Pens you have been using in former num- 
bers. 

Hold the Shading Pen exactly the same as Marking Pen 
(see Fig. 3, lesson 1), and be careful to keep the pen at one 
angle — see lettering. Study carefully the combination of the 
letters, so as to have your shading uniform. This is 
important. See letter H in the large letters. (First 
line in illustration No. 4.) Make first stroke, then cross- 
bar and finish with last stroke. When making letter S 
always begin with bottom stroke and build up. the top stroke 
being the last made. Pay particular attention to the make- 
up of these two letters as you proceed, and you will readily 
catch the idea for neat joining of the different parts, so as to 
bring them clear and distinct. This will help you in forming 
the other letters of this alphabet. In the small letters note 
carefully the curves, length and width of each. See how the 
stroke "I" and the curve of "o" are combined. In making d, 
first make small "o," then add stroke "I" close to the right; 
finish b like o; h like n. 



.t^^-^^^J"^' 



'^ 






,^^\Vs^ 






Xiunber 5. 

In this number we have the alphabet as given In Number 
3, but done with the Automatic Shading Pen. To combine the 
shade or flat tint in this style of lettering, careful study hi 
the construction or make-up of each letter is very important. 
as success in shading pen lettering depends almost entirely 
upon a definite knowledge of how and when each part or 
stroke of the letter is made and connected. 

Persistent practice on the alphabet of number 3 will help 
you wonderfully in freedom of movement in the style of letter- 
ing we present In this number. Practice carefully on vertical 
strokes and always try to keep your work compact — not too 
large in beginning, but keep close to the size of copy. Get 



a definite idea of the strokes of the letter you intend to make 
before beginning. Put the pen on the paper or cardboard 
before starting the movement and stop the movement before 
or as you raise the pen. 

In beginning the first stroke of second A, (large letters) 
draw the pen downward the length of letter, next add cross- 
bar just below the center, then place pen at top or beginning 
of first stroke and draw horizontal stroke about half length of 
cross-bar and run slanting stroke to the base line — see al- 
phabet number 5. Note the construction of letters in first 
line of this illustration. 

When you have mastered the work of this and former 
numbers you will be able to do very creditable work In either 
styles of lettering, such as German Text, Old English, etc. 









i^k^^iU^f^'^dti'i^mx^} 







Ornamental Designs, Etc. 

For Automatic Shading and Marking Pen 
Work 

Corner pieces, notice the construction of the first corner 
piece given in illustration Number 6. 

It is simply made up of one simple oval stroke. In begin- 
ning make first stroke of small o for beginning of corner, 
then finish with strokes as shown in illustration. A very 
neat border can be made up by a continuation of this one 
stroke. The size of the border or center piece may be varied 
according to the size of pen used. Shading pens are of differ- 
ent sizes, from 1-16 to 7-8 inch wide. — See page 98. 

The second corner piece is similar in construction and 
make up to that of No. 1, only the strokes are more precise 
in movement and require considerable practice to make parts 
uniform. This second corner piece is one of the best move- 
ment drills that can be had to strengthen, ease, accuracy 
and firmness of stroke in all styles of Automatic Shading Pen 
Lettering. 

Tile third corner piece and following border outlines can 
be followed very easily. We present these illustrations simply 
to give an outline of this class of work. An endless variety 
of neat and pretty designs can be added by any one after 
carefully practicing the copies herewith presented. 

WHEAT HEAD DESIGNS — Notice the make-up of small 
scroll, after you have made this, take another shading pen 
and insert a suitable color of shading ink in pen, (generally 
a light brown or pea green) for the wheat heads. In prepar- 
ing to make the wheat heads first reverse your pen so that 
it will make a mark opposite to that of general lettering — 
that is the heavy line or color of stroke being upward, then 
place pen at small circle of scroll — see illustration — and run 
pen downward and finish with slight curve to the right) make 
four strokes of this kind, then begin above the scroll and run 
pen edgeways and upwards, and complete the fine lines in 



the direction given in first outline, then finish as shown in 
second illustration. In finishing the wheat heads always 
begin at extreme point and work backward, enlarging a trifle 
at each stroke. In the last wheat design the broad flat tint 
stroke or background is made with a Non-Shading Pen. Quite 
a variety of neat scrolls, tinted backgrounds, etc., of various 
sizes can be rapidly made in this way and can be used in 
many ways for special work, such as book marks and Christ- 
mas cards, by inserting name in place as shown in last out- 
line in plate No. 6. 

GOLD LErrTERING, for fancy initials, can be quickly and 
accurately done with either Shading or Marking Pens, but 
with Shading Pens the ink must be in good working order 
to produce clean w'ork. Very handsome lettering can be 
done by using purple shading ink, in fact any suitable color 
can be used if it is the proper consistency. In this class .if 
work — ilrst do your lettering as in the ordinary way, then 
in a few moments add Gold Bronze upon your paper or card- 
board and draw or dust the bronze over the lettering with a 
soft cloth or wad of cotton batting, or a clipping of plush, 
then when thoroughly dry dust or wipe off superfluous bronze 
upon another sheet of clean paper so that you may use it 
again. Flitters, Diamond Dust, etc.. may be applied in the 
same w^ay with brush or lettering pencil. Mucilage alone is a 
good adhesive and quick in drying, and holds bronze or flit- 
ters securely with a high gloss. You will notice that the 
bronze does not adhere to the tint or shade of letter, as the 
ink of the shading dries almost instantly after leaving the 
Shading Pen. In this way you have a Gold Letter with a 
purple or pink thickness or shade which is governed by the 
color of the ink used. Flocks, Bronze and Metallics can be 
used with Marking or Shading Pen Lettering with neat and 
striking results. Very pretty work can be done with Mark- 
ing Pens on curtain stuff or opaque cloth, in Bronze Lettering 
of various shades. When using flocks or bronzes always have 
your inks covered so as to keep them in good working order. 

For Gold arid Flitter work a few drops of glycerine added 
to Shading or Marking ink will be found an advantage for 
clean cut lettering, and have great adhesive qualities for 
Jg Tronzes, Flitters, etc. 



X umber 6. 



Mo. I. 



M> a. 



4,U 






cvvvC-^- 





Pen Lettering 

XiinilK-i- 7. 

Demand for advertising cards made witii Marl<ing land 
Automatic Shading Pens is on tlie increase. Tlie student 
who lias acquired a fair degree of proficiency in this class 
of lettering, and becomes acquainted with how great a variety 
of work the pen is capable of and also how much such work 
is admired by all wiil find a steady and increasing demand 
for various styles of Display Signs and Cards in any locality. 

The cards presented here for a review and suggestions 
embrace the alphabets in pen lettering. 



Cardboard 



Common white cardboard, 4-ply, is the best to use for gen- 
eral card and ticket pen lettering. Don't use cardboard of 
a glazed surface or in colors for pen work unless you use 
white ink. Considerable time may be saved if you get the 
idea of the many sizes that may be cut from a full sheet, 
and also avoid waste. Cardboard in large sheets measures 
22x2 8 inches, and can be cut in small cards, any desired size, 
at a job printing office, or you may have it done at a tinsmith'^ 
shop by using the foot power shears, the cost will be but a 
trifle, if any, and you will have everything cut uniform. I will 
give a little outline here that may be used as a suggestion 
for cutting different sizes. Note the size of full card and 
parts. 



14x22 


11x14 




Quarter size 


Half Size 




1 3'/2xll 




Eighth sizel 

' 1 


— 




7x11 





Use scissors for cutting out price tickets that are not of a 
square cut. Odd or peculiar shapes, such as triangles, circles, 
crescents, stars, ovals, diamonds, etc., make very tasty cards 
and tickets, if not made too large. A very neat and dainty 
calling card can be made with either shading or marking pen, 
and a variety of styles of finish may be made by adding 
bronze, metallics, etc. Use No. 00 marking pen when a very 
small style of letter is desired. The specimens of show card 
work given in illustration Number 7 embraces a practical, 
every-day style of work that can be done very rapidly. Any 
one having mastered the four alphabets (marking and shad- 
ing pen) used in the make-up of these cards will have little 
trouble with more elaborate styles. Study carefully the nature 
of the shading pen. See that you understand what is neces- 
.sary to produce a full stroke in lettering with clean cut shad- 
ing. Keep your shading ink of the right thickness. Don't 
get all the colors of ink you have on one card. Better use two 
colors with taste than half a dozen at random. Always aim 
for harmony and neat contrast in color when using ornamen- 
tation of any kind. 





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Rapid German Text 

Nmiiber 8. 

German Text is one of the most useful alphabets and is 
now extensively used for engrossing and all purposes where 
a display is desired beyond that of ordinary writing. 

It is a decided advantage to the show card writer to be 
able to execute in a finished and artistic manner all styles of 
Text Lettering in the way of filling in Diplomas, Stock Cer- 
tificates, Records, Memorials, Etc. 

In practice on this style, hold the pen with point at same 



angle from base line as that given in former numbers. Draw 
base and head lines for small letters and a top line for 
capitals. Practice with Number or No. 1. Marking pen Is 
advised. Use a good grade of ink that will flow free and dry 
hard. — See Page 98. Note the construction of the letters by 
the small figures in accompanying illustration. First get good 
control of the oval characters, both right and left, and bear 
in mind that any improvement made by continued and careful 
practice on any one exercise will improve your movement 
and must necessarily improve the letters bearing any relation 
to that particular exercise. The main thing is careful prac- 
tice and close observation. Practice on familiar words, 
names, etc., and concentrate your mind on the subject, study 
form, spacing and proportion. 



"-' -' ~ - ' /? /», 4 4 /SiM 







Rapid Old English 

Nuiiiber 9. 

The alphabets in accompanying illustration are made entire- 
ly with Number and 1 Marking Pens without retouching. 
While the lettering appears easily made, it must have plenty 
of practice before it can be made correct and rapidly. The 
ovals or broad curves in this style are the same as that given 
in german Text. The straight lines should be made with a 
full and free movement. 

The curves and straight lines can not help but come uni- 



form when the pen is held slanting in the same direction 
from the base line. The small figures in illustration will show 
liow the letters are made. Always work from the base line 
up, and froiTi left to right. In practice, use base and head 
lines as suggested in Number 8, and note carefully the form 
of each letter. Practice the principles thoroughlv, as shown 
in capital letters B, and C. These movements will give you 
good control in this style of lettering. 

Quite a variety of styles of finish may be made in the 
way of light line shading by using an ordinary writing pen 
or a double-pointed Soennecken lettering pen. The forms of 
the letters may be varied as well as the treatment, so that 
there is no end to the variety in this alphabet as in all 
others. 



Number 9. 






Niiiiilior 10. 

Brush Lettering 

How to Hold the Brush 

The brush or lettering pencil should be held similar to 
the manner of holding an ordinarry pen or lead pencil, except 
that the brush must be held more upright. Freedom in brush 
lettering is essential. For card work the arm should rest 
In a natural way upon the table or desk. This will allow it 
to roll on the fleshy part of the arm, bekjw the elbow. 
If you are not certain just where to rest It. lay the hand flatly 
on the table so that the elbow will be about even with tho 
edge of the table, then raise the hand slightly, opening and 
closing the same will cause the muscle to raise the arm. The 
muscle that raises the arm is used as a pivot for the arm 
to move or roll upon. By closely studying this you will have 
no trouble to secure a correct position. For small lettering, 
about one or two inches higli, this position will be found very 
easy for rapid and even woik. In larger lettering it is very 
often found an advantage to vary slightly from the above, 
but in most cases this position will answer nicely for good 
work. See Illustration for holding the lettering pencil. Pay 
particular attention to the directions given and follow closely 
as jjossible. 

The position at table or desk is the same as in pen letter- 




ing, see figure 2. For practice paper use a good quality of 
Manilla wrapping paper, not too heavy but of a smooth and 
firm surface. 

The outlines given in exercise No. 10 are simple in con- 
strut tion and uniform in style. In this alphabet the advan- 
tage consists in that the letters are formed by natural and 
rapid strokes of the brush. It is a good idea to cultivate the 
hand to ste:idiness. also to get familiar with the working of 
the brush in compact form. The size of the letters may be 
varied by the use of large or small brushes. The proportion 
may also be varied by making the letters tall and slender 
(narrow) or by making them low and extended (wide and 
round). Be sure to practice on one size until you have It 
llioroughly mastered, then increase or decrease their size 
uniformly in order that you may develop confidence in your 
ability to make each stroke in harmony, be the letters of any 
desired size. 



Brushes 



The Card Writer should have a variety of brushes — four 
sizes of Red Sable brushes. Many beginners make a mistake 
by using camel's Hair brushes which do not have the re- 
quired elasticity for good clean cut lettering. Red Sable 
brushes. Numbers 5, 7, 9 and 12 will give entire satisfaction 
in general show card lettering. These will throw a line from 
1-16 to 5-8 of an inch wide. A brush that will throw a line 
the size as given in exercise Number 10. is advised in begin- 
ning practice. 

For a first class Show Card Brush outfit, see Page 101. 

Careful practice, especially with the size of brush you like, 
will enable you to do neat and clean lettering, with little re- 
touching, if any. so much so as to seem wonderful to one 
unaccustomed to this class of work. Pay particular at- 
tention to the care of your brushes. After using them 
in water colors clean with cold water and soap before allow- 
ing them to dry. Always keep oil and water color brushes in 
separate places. Don't use them in a harsh way or get in the 
idea that they are for the purpose of mixing paints. Treat 
them right and they will easily give justice to every stroke 
you make. The points of brushes should be portected when 
not in use. 




Figure 2. 
SHOW CARD PAINTS — For general card and ticket work 
use either water or Japan colors. Do not use colors ground 
in oil for lettering on paper or cardboard. Water colors are 
the best to use. Prepared colors are recommended whenever 
it is 'landy to obtain them. They are put up in bottles or 
jars and ready for immediate use. All colors can be had in 
this form. 

Our EU15E1CA Sliow Card Paint, or EVER READY Paint- 
Ink. See Pages 102-103, fully aitswers all the varied require- 
ments and for cleanluiess and ease in lettering cannot be 
excelled. 

A very good and serviceable show card paint may be made 
by yourself. The colors usually employed are termed "Dry 



Water Colors." They can be had at any druggist's or paint 
supply store. The following will make up a good assortment 
of colors; Vermillion, Ultramarine Blue, Chrome Yellow, 
Lamp-Black and Flake White, also some good Gum Arabic 
Mucilage to use as a binder. Pure Gum Arabic in its natural 
state is excellent, and when dissolved, will flow easier for 
clean and even lettering. However, good micilage will 
answer, and is generally used. 

PREPARING SHOW CARD PAINT — Mix any desired col- 
or, by adding enough mucilage to make it about the consisten- 
cy of thick dough, add whiting or flake white to any color you 
wish to be of a lighter shade, then grind the same by using a 
pallette knife with a flexible blade or other similar means which 
niay be at hand. In place of a marble slab to rub or grind 
the paint on, a square piece of glass or large dinner plate 
makes a good substitute on which to mix the colors. After 
mix;ng thoroughly to about the consistency of a thick paste. 



it will be ready for use. Mix each color as needed in the same 
way, and place separately in small saucers, tin cups or round 
tin boxes about an inch deep and two or three inches in diam- 
eter. If you use the latter, don't fill them more than two- 
thirds full and place them in a low set box, so they may be 
always ready and still covered, free from dust, when not in 
use. Don't make up too much at a time; small lots are better 
and will last considerable time. Always see that your paint 
is thick enough for a firm and even stroke. These colors in 
mucilage will get hard when set aside or not in use, but that 
does not matter, as a few drops of water will bring it to the 
proper consistency in a short time. When your paint is of 
the right thickness and brush kept in good working order, it 
has a tendency to grip the card or paper that you are work- 
ing on, thus it will be seen the advantage and easy control of 
the brush in making full and even lettering. A little study 
here will soon show results to justify thoughtful, systematic 
practice. 



Niiiiibcf 1(1. 



BaEB^^B^HH^HBDI 




///l\\\ 

o 



Elementary Practice 

The above strokes as arranged (or this number must be 
carefully mastered by the student. Lettering is not a natural 
gift as many people would like to believe, but on the other 
hand is a mechanical art, and can be mastered as readily by 
one student as another, provided he has a healthy hand and 
brain and can learn any other branch of education. 

Show card lettering demands a perfect control of the hand 




and a well trained eye. The card writer should be able to 
measure distances correctly with the eye and must be able 
to keep the hand steady and an even pressure on the brush 
or lettering pencil. 

The characters illustrated above will be found very use- 
ful to establish a free, easy and accurate movement. In show 
card lettering there are just two movements of the brush to 
be used — from top to bottom, and from left to right. 

At first no attempt should be made at speed. Remember, 
that to succeed, study must attend your practice. 



Brush Lettering 

Number 11. 

In this number we present a full alphabet which will be 
found very interesting and of practical value to the card 
writer. In beginning, a plain letter well made If far superior 
to a fancy letter poorly done. If you have practiced faith- 
fully on the exercises in Number 10 you will now be able 
to master this alphabet very readily. 

Be careful to maintain an even width of stroke in curves, 
straight lines, etc. This will be found good practice and the 
foundation for success in all styles of brush lettering. Use 
one color till you can do fairly good lettering. Simple forms 
are not only more easily and rapidly executed, but they are 
more easily read by the general public than ornate styles; 
in tact lettering that takes the most time is worth the least 
from a business point of view — especially for temporary sign 
work, show cards, etc. 

When lettering dip paint often and sparingly. The practice 
paper is placed straight with the edge of the table or desk; 
line of lettering may be varried from six to eighteen inches 
from edge of table. Be content to letter slowly at first and 
then to increase speed, which will follow very rapidly. 

Be sure to practice on one size until you have it thoroughly 
mastered, then increase or decrease their size uniformly 



in order that you may develop confidence in your ability to 
make each stroke in harmony, be the letters of any desired 
size. 

Take B or D as the gauge by which to determine the gen- 
eral width of most letters. Pay attention to a few general 
rules, as follows: The first strokes of B and F are precisely 
the same. Make the top stem of F as long as E. Always have 
the middle stem of E and F a little above the center. Make 
the first stroke of G exactly like C, but a little wider, so as 
to allow for short perpendicular stroke and horizontal curve 
finish. Make H almost the same width as D. The bottom 
of K should be wider than top: let the second stroke strike 
the perpendicular stroke a little below the center and have 
the bottom slant stroke strike the upper slant, as shown in 
illustration. . The rest are all easy when you have mastered 
this alphabet so far. Note the small figures; these show 
the order of how the different parts go together to make up 
a complete letter. 

The lower case or small letters given in the illustration will 
be found interesting, as a few simple strokes make up the 
set. If these are followed faithfully the learner, in a short 
time, will be able to form letters free hand without a ruler, 
compass or any other guide, except the eye. Spacing should 
be determined by the form of the letters. As a general rule 
make the spacing between open or curved letters narrower 
than between full letters. If the letters are full at the bot- 
tom, let the space at the bottom govern. 



Number 1 1 . 



ft6^CDEF(SrH IJ 




^^'^■f^ VII 



VWXYZ.5c. 5c. 

^bede^-Fg^Kij klrrv rvopq 
n^ + u vwx yz, . 



Number 12. 



5in<tLe Stroke 
^iN^LE Stroke 



■WT^ILMBiJ 



Single-Stroke lettering: is the easiest and quickest letter 
to make and also will admit all styles of finish and shading 
to good advantage. Note the simple strokes in above illus- 
stration, also the tip finish on letters of second line. The tip 
or small cross should be a very light line. This can be done 
very quickly and will add strength and finish in practical 
Show Card work. Always finish a full word or line in letter- 
ing, then add light line finish as indicated. 

The show card designs in illustration 13. are all done in 
single-stroke lettering (Black show card paint and white 
cardboard) and represent very rapid work. Number 7 and 



Number 12 Red Sable Brushes are the best to use for rapid 
show card work of this style. 

The student who is trying to attain perfection in brush let- 
tering will find it of great importance to thoroughly master 
this alphabet. After proficiency in this has been gained the 
foundation is laid and all styles of lettering will come easily, 
for in these are found nearly all the lines of strokes from 
w-hich other alphabets are formed, and by a thorough knowl- 
edge of their forms we can more easily distinguish whatever 
variations may occur in the make up of other styles of let- 
tering. 



30 



Number 13. 



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//? ?fiorfed 6hoc/s. 




O^Kool oKoes 



Down io Kindergar-f-en in price. 



/s a considersf/on 
demanded by Hie ry 
careful Buyer. ry. 



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M 



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O/YCEliSTED, flLW/JYS YfORN. //j « €^ 



c^yv/y/y/. 



A 5ENSIBLE e^lFT 

■^or~ youn ■f-'amily 

Same in Qaa/i'-f^y 6uf d/ffereni m Je^ai/ 

•Ji/s^ /hs/de Hie Door -fo yoLir /ef^. 




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flno-hhe.r' +ouch, GO/y£ . 

CL£f^N, S/MPL£ gnd S/^F£. 



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Figures 



Xuiiibpr 11. 



Making- good figures is no more a gift than is good read- 
ing, grammar, or any other attainment, and in the same way 
it is and may be acquired, viz: by patient and studious 
effort. 

Rapid lettering, figures, etc., is just as much a subject for 
study and thought as any other branch of education. Study 
must, however, be united with practice. The correct form 
and contruction of general lettering and figures must be 
learned by study, while practice must give the manual dexter- 
ity for its easy and graceful execution. Most failures in this 
line of work come from not properly uniting study and prac- 
tice. Careful study with too little practice will give work 
comparatively accurate in its form and manner of con- 
struction, but labored, stiff and awkward in its execution, 
while upon the other hand, much practice with little study 
imparts a more easy and flowing movement, but with less 
accuracy as regards to form and general proportion, which 
will commonly have a loose and sprawly appearance. 

To make these figures easy and rapid the first requisite is 



a knowledge of form. The next and most important essen- 
tial is skill with the lettering pencil, whicli only comes by 
proper effort, repeated. In beginning first take up the study 
and practice of the component parts of the figures given in 
the first two lines of illustration. Practice on these until 
you can make each one any time of the day without pra- 
liminary practice. Review instruction given in former les- 
sons. Pay close attention to a few general rules while at 
work — See that the lettering pencil, arms and practice paper 
are in proper position, also freedom of stroke and steadiness 
or control of motion by the grip of brush upon the surface 
when at work. (This is quite evident when paint and letter- 
ing pencil is in good working order.) 

Be careful not to go any faster than the work or outlines 
can be done well. Practice patiently and earnestly until a 
poor figure is an exception, not the rule. After you can make 
with ease the figures in outline as given in the first two lines 
of illustration, you may begin to fill them in solid with paint 
as shown in third line. 

Practice on different sizes so that you can meet any space 
with prominent and clean cut figures. The slanting figures 
given in illustration can be used to good advantage in all 
styles of card and ticket work, and when mastered becomes 
a general favorite. 



Xiinibor U. 








s*^> ^^ 



Modern Roman 

Brush Lettering 



Careful systematic practice on single stroke lettering will 
enable you to master this style of alphabet vary readily. 

In practice on this style outline each letter complete with 
lettering pencil before filling in. Be careful not to get the light 
lines or joinings too heavy, as this will have a tendency to 
make your work appear heavy and clumsy. Note the form 
and make up of open letters in Illustration. The small figures 
show the order in which each letter is made. 

Make the upper part of B smaller than the bottom. The 



bottom stem of E a little larger than the top stem. First 
stroke of G is the same as C, but a little wider, so as to allow 
for G finish. Make the bottom part of K as wide as bottom 
of A. Let the slant of K that forms the lap, strike the per- 
pendicular stroke a little below the center. The first stroke 
of X and character & should slant more to the left than first 
stroke of either V or W. For general proportion of letters 
read Number 11 and study the width and form of each letter 
in this lesson. The same strokes of letters in Number 11 are 
used in this style in making first outline. The following 
strokes are added as shown in illustration to give body and 
strength to each letter. Always have your lettering pencils 
or brushes in good working order before charging with color. 
For quick work the size of letters generally determine the size 
of lettering pencil to use. 

In practice make the letters about the size of those in 
"SIGNS" as shown in illustration. This size will give good 
command in movement that will enable one to do larger let- 
tering. 



Number 15. 



■T' 



M. 



•■'rrm 




OP<|R^TUVWXYZ<S: 



Modern Roman 

Brush Lettering 

Lower Case Letters 

Number 16. 



In general card-sign lettering lower case or small letters 
are very important. For the beginner it is advisable to sketch 
or outline the different letters with a lead pencil until thor- 
oughly familiar with the construction of each letter. Use 
head and base lines and outline freely. Depend more upon 
the eye for seeing and the hand for doing. The principal 
forms or strokes in this alphabet are much the same as those 
given in the lower case letters in Number 11, which is one 



stroke lettering. Note the construction of the letters in the 
first two lines of the accompanying illustration. The small 
figures show the order in which the different parts of the let- 
ters are made before filling In. 

By careful practice and close observation to the relation 
and construction of these letters you will get acquainted with 
many little details in the make-up of letters that at first did 
not appear. Always keep on the look out for improvement; 
close observation will help you wonderfully. 

The short, small letters, a. c, e, etc., should be about two- 
thirds as tall as h. k and 1, which are the same height as the 
capitals, but not quite so heavy. To-day the lettering that 
pleases must be done with a uniform and free movement. 
This insures full and smooth edges, alike on capitals and small 
letters. 

Be careful to have your brushes and paints in good work- 
ing order and make up your mind you are going to be a leader 
in this kind of work and you will win. Look backward, exam- 
ine your work critically, and if you find it defective, it would 
be time saved in the end if you return and practice faithfully 
on the particular stroke or letter that seems difficult. 



36 



Ximilier 16. 



O O 



opq r^^t\iv\<^xy :?^. 



Mill 



ivcir^jy 



Show Card 

Brush Lettering 



For card work use the same quality of card board as ad- 
vised for pen lettering, only that it be 6 or S ply. The thick- 
ness of cardboard is generally governed by the size of the sign 
you wish to have. For a full card. 2 2x2 8. 8 ply would be 
required so that it would stand up in good shape. Smaller 
cards may be of lighter grade. For lettering use black or one 
color' until you can do a fairly good job. Be careful in using 
colors. Don't make a red letter and shade it with blue, or vice 



versa. Don't use a variety of colors or a different color for 
each letter of a word you want to bring out prominent. Don't 
make the upper half of a letter red and the bottom blue; if 
you do you are going to produce a card that is hard to read 
and lacks taste. 

Show card lettering is an art which requires much appli- 
cation. A learner thoroughly familiar with its elementary 
principles still needs diligent practice before he can atttaln a 
reasonable skill in execution. Good lettering can only be ac- 
tiuired by careful and studious practice. After a line of letter- 
ing has been written, it should be carefully looked over and 
studied to find the faults. Observing the faults and giving 
thought as to how they may te corrected or avoided in the 
next line of practice opens the way for continual improve- 
ment. 

When movement exercises are practiced the utmost pains 
should be taken to repeat them with precision, and each effort 
should be subjected to a searching criticism and comparison 
with the copy. 



Number 17. 



Dash, 

Conrfoti- 
and 






Tlie show-cards and prices tickets sliown in tliis illus- 
tration are made from alphabet plates numbers 11, 15, 16 and 
figure plate number 14. An endless variety of neat show 
cards can be made from these two alphabets. The different 
designs illustrated herewith show what any new beginner 
can do with a little careful practice. 

The original cards were in red and lettered .with white 
paint. The largest size card was 14x2 2 inches. The card 
"Any Article in This Window" was 11x14 Inches. — "New 
Goods. Popular Prces." 9x22 inches. Very showy effects can 
be made when using red card-board and white paint by add- 
ing green flitters in shading letters and border lines in white 
or gold. This can be done very rapid and will always presem 
a very artistic appearance. 



//ew 
}&ooab. 



^pr~i rx^ 



}£mjifG- 






I 




Ykd^^^'^^^^^^c^a^jS \ 




Bulletin Script 



Xiuiiber 18. 

Bulletin Script or — Shippers Box Marking — is a good and 
rapid style for special announcements. Bulletins, etc. The 
materials should be adapted to the work in hand. In marking 
sn rough surfaces a Bristle Brush is in order, and it marking 
on paper or smooth surfaces a fine smooth Ox Hair brush will 
do good work. For practice a good grade of wrapping paper 
should be used. 

The ink should be of a thick consistency — our EVER 



READT Paint-Ink (page 102) is admirably adapted to all 
kinds of rapid lettering on paper and cardboard. Never use 
common writing fluid, nor lampblack and kerosene. If mark- 
ing ink is not to be had, the following will make a serviceable 
substitute: To a pint of liquid wash bluing, and a nickel 
bottle of mucilage and enough dry bluing to produce the depth 
of color you wish. Stir well before using. The strokes should 
be made with a slow and uniform speed to enable the learner 
to use his taste and good judgment. All lines are made with 
a movement of the brush towards the letterer. The left ob- 
lique slope is generally used, it being best adapted to the use 
of the brush tn the simplest styles of letters. Study the 
construction of the letters in Number 19, and practice on fam- 
iliar words and sentences as given in Number 18. 

Legibility, neatness and dispatch are the requisites. 



Number 19. 














Italic Roman 



Xiiinber 20. 

The style of letters in Number 21 can be used to excellant 
advantage in artistic show cards of all sizes. Slant well to 
the left and outline freely. These letters will look well nar- 
row and condensed or broad and extended. The outlines in 
illustration show how each letter is made. 

Very artistic color effects can be rapidly done by using 



EVER READY Paint-Ink — for instance outline the letters 
with black and flill in with red or light pea-green or any other 
color desired. All these colors show their original and true 
strength when used on white card board. The over-lapping 
of the bright colors on the outline of letters when filling in 
will not interfer with the first outline of letter. 

In using these paints a beginner can outclass an exper- 
ienced letterer who is not acquainted with the value and use 
of transparent paints for rapid work on white card board. 

Skill in all things come only from proper knowledge and 
careful practice. A correct mental conception of all forms of 
letters and the general construction of advertising show cards 
must first be acquired and then developed so as to meet all re- 
quirements with ease and rapidity. 



Number 21. 




77 ^/t4<IU MJ/ 



'^ 7~ry. 



^u 




KLJIJyOPQ/tST 
C/VWXYZ. 



Convex 
Roman Alphabet 



Number 22. 



The alphabet presented in this number will be found very 
useful and practical for neat and novel designs in card sign 
lettering. To make these letters easily, study and practice 
on the component parts of each letter. Take each letter of a 
similar make up in its regular order and practice carefully 
until you can make each one any time of the day without pre- 
liminary practice. The curved lines in forming C, D, G. O, 
etc.. as given in illustration, are easily made and showy. The 
size of letters in this alphabet may be varied for any kind of 
work and look well when in proportion. 

When the brush or pencil is in good working order the 
hair will offer no resistance when making circles, curves or 
straight lines. In general card-sign lettering you need a well- 
trained eye, and as drawing trains the eye better than any- 
thing else, you should go to work in earnest for the two-fold 



purpose of learning to observe and learning to draw. In let- 
tering, depend largely upon the eye and hand. They can be- 
come very accurate for all practical purposes. Sometimes it 
is best and quickest to use rule and measurements, but you 
should be able to do it both ways. 

There are a few stereotyped rules that one must bear in 
mind while at work; of course, being careful always not to al- 
low the rules to interfere with one's own originality. These rules 
are so cominonly known that I simply call attention to a few 
of them, such as position of paper or cardboard, holding the 
brush, freedom of stroke, proper working of the muscles of the 
arm when resting on table, the steadiness or control of motion 
by the grip of brush upon the surface when lettering. (This 
is quite evident) when paint is in good working order. 
Brushes in good working order always before charging with 
color. Paint well prepared and in moderately thick liquid 
form. 

The rough of broken parts of lettering or brush getting 
a "twist" and seem dead, as in turning up on ends, show that 
some of these rules are neglected. Right at this point find 
out where you are deficient before going any further. It will 
be to your advantage to get familiar with every detail. It 
doesn't pay for a person to study who does not think. Aim 
at all times to practice thoughtfully and with a view of im- 
proving each and every form. This will mean effort, but it 
is only through repeated attempts that good work is possible. 



44 



Xiimbor 22. 



ifflOaQ&W 



\ )v^\ \ /^'^/ A 



yi^ir^.,; 



0P§R6TUVWXYZ.S. 



Convex 
Roman Alphabet 



Xuinber 23. 



Lower Case Letters 



This style of lower case letters is similar in construction 
to those in Number 10, but more attractive for a certain class 
of show card lettering. Persistent practice on one stroke let- 
tering as given in Number 11 and careful study on Numbers 



1.") and 16 will be found a great advantage for neat and rapid 
work in this style of alphabet. 

For show cards of a permanent character considerable 
care should be taken in the preparation and working, while 
the temporary card merely calls for "something neat and 
quick." 

In general sliow card lettering don't use extra large cards 
with the idea that the size will give prominence. Try to 
bring out strong and compact lettering on small and medium 
cards. The fewer the words on a show card the better it will 
be. as a rule. A card with lettering of uniform size and con- 
siderable space outside of the lettering will present a neat 
and tidy appearance without marginal lines. When the let- 
tering varies in size and the spaces between lines are not uni- 
form, a line run about an inch from the edge of card will 
make it appear more compact and generally adds to appear- 
ance. 

In practice on the letters given in the illustration aim to 
outline each letter with a free and accurate movement before 
filling in. 

For practice make the letters at least one inch high. 



46 



Number 23. 



O O 



:ailiDmsu<:feir<t.llii.:D::n:M.u^^^^i^^^^ 






Brush Lettering 



MEDIAVAL. 



Xiuiibcr 24. 

The alphabet presented in this Number is plain in reading 
qualities, unique in appearance, and has a dei-ided advantage 
over many different fancy letters. For advertising signs and 
special show card work this style is hard to excel. 

Uniform and free movement is the foundation for 
success in this style of lettering. Practice on stroke 
for outlining the latter part of A as shown in 
the accompanying illustration. This, you will notice, 
when filled in is one of the principal characters in 



this alphabet. Notice the many letters that this character is 
used in. The outline strokes of each letter as indicated in the 
illustration, should be made w-ith a slow and uniform speed to 
enable one to use taste and good judgment. Learn to raise 
the brush and replace it skilfully. At first no attempt should 
be made at speed. Most all the strokes in outlining are made 
with a movement towards you. After outlining the letters fill 
them in so as to have them full and accurate. The small 
figures show the order in which the component parts are made 
for a complete letter. Reverse your brush often; this keeps 
it from twisting. This style of lettering is more rapid in exe- 
cution than generally believed by those not familiar with the 
formation of the component parts. 

Notice the change in appearance in the lower line of il- 
lustration by adding a simple finish; many styles of rimming 
may be used in this way. Thtis you will see that no one finish 
belongs to any one alphabet. The alphabets in former les- 
sons in brush lettering may be treated in the same way for 
novel designs in finish. 



48 



Xiunber 24. 



^^^/ 



H. 



^^^^'f 




imx^^ 



jiftCDe^ortiJHfciiJij 



Brush Lettering 



MEDAVILi. 



Lower Case Letters 



Lower case or small letters should be about two-thirds 
the size of large or capital letters. The style presented in 



this lesson will be found interesting and more rapid in ex- 
ecution than generally believed by those not familiar with 
the formation of the component parts. 

Notice outline of the first part of "o." The same is 
inverted for making second part. Also notice the first of 
o is used in beginning a, c. d. e. g. q and v. The second part 
of o is also used In the last part of b, h, m, n, p, v and w. 
Very speedy and accurate work in th's style may be dor.'j if 
you keep your lettering pencil in good order. 

This alphabet with the letters of Number 24 for initials 
may be used in a large variety of special card-sign adver- 
tising work and will present a neat and tidy appearance. 



d d. _j^' ,(l o o (1 ( 



o.. 








Script Lettering 

Show Card Style 



Number 26. 



The capital letters presented in this Number will be 
found valuable to all who wish a practical method or sys- 
tem for making well proportioned letters. Note the com- 
ponent parts or make up of each letter. They are made 
heavy in some respects so as to be used in rapid brush work. 
The stem stroke used in the first part of A is one of the most 
Important characters in this alphabet. 

Practice diligently for an easy free-hand movement on 
ovals and curves. Some of the ovals will be difficult in 
the beginning to execute without showing nervous kinks, 



but this can be overcome by earnest, systematic practice. 
Ease in execution will do more toward making your letters 
smooth and full than anything else. Outlining, something 
of the order given in the accompanying illustration will be 
good practice and a substantial way to get familiar with this 
style of lettering. 

A script sign or show card should never be cramped or 
lack for space in the least in order to give the letters a free 
and bold swing. The letters given in the illustration do not 
look so well as they will in show card work. Here, they are 
rather crowded. Quite graceful and artistic work may be 
done by modifying the style. As it is, they are given more 
to illustrate a method of easy construction and a style for 
practical every day work. 

In practice use a number 4, Red Sable Ox Hair lettering 
pencil, — not a "Rigger" or Artist's sable — the hair of the 
latter is too short for easy and clean cut script work. Re- 
member the letters given in this Number should only be used 
as initial letters. The lower case or small letters are given 
in the following number. 



Number 26. 




Script Lettering 

Show Card Style 



Number 27. 



Lower Case Letters 



The quiik mastery of the small letters in this style de- 
pends entirely upon the degree of skill reached in making an 
oval as outlined in o. This when filled in. shows the method 
of making o. The same principle is used in making c by 
adding a slight turn of stroke as shown. Also notice e.. In 
making letter a. first make o. then stand outline i close to 
the right. For d. use this same form and extend the i stroke 
upward to the height of letter t as indicated. Letter h, 
loop letters are simple when you begin right; note the initial 



stroke for h loop (beginning at base) the same as when 
making loop for 1. b, k. By studying the outline for main 
body of h and 1. the forms of each can be made quite ac- 
curately. In the alphabet you will notice these letters in 
both styles — loop and solid stroke, either way may be used, 
that depends on one's fancy. Finish h like n. b like v. 
Note the construction of u and w. For u begin at the base 
line and run curve stroke to the top as shown, then short 
horizontal stroke, then a straight oblique line to base with 
curve at bottom and ascend to top again and finish same as 
first part. You will now notice blank space for connecting 
the main strokes. These two latter strokes put life in this 
letter, as in other letters of similar make up. Study the dif- 
ferent parts in the order in which they are made and you 
will have little trouble in making rapid progress and at 
the same time often be surprised with the accuracy and 
simplicity of doing this work off hand, which to many is 
laborious and discouraging when nut acquainted with a pro- 
per method. 

The r and s each extend above the line. The letter 1 
is the standard for space or heighth of letters as m, o, a, e, 
w, o. etc. The loop letters, as in h, 1, b, k. extend as high 
as the capital letters. 



Niiiiiber 27. 




Brush Lettering 



SHOW CARDS AND PRICE TICIvKTS. 

Number 28. 

There is no other advertising as cheap, and at the same 
time so effective as Show Cards. Large business firms recog- 
nize the efficiency of display signs and ticlcets in advertising 
and drawing attention to goods displayed throughout the 
store. 

Show cards are of several kinds. There is the show card 
of a permanent character and the temporary show card — that 
whicli is generally used for special sales, openings, etc. For 
permanent cards, considerable care should be taken in the 
preparation and wording, while the temporary card merely 
calls for "something neat and quick." 

A few specimens are given in the illustration that will be 
of interest to the beginner in brush lettering. These are made 
up of the alphabets given in former numbers and will give 
you an opportunity to review your work in a practical way. 
Common paper will answer for practice on these outlines. 

Very pretty and effective show card embellishments can 
be made by the use of pictures taken from your trade journal, 
daily papers and other publications. See card "High-Class 
Clothing," in illustration No. 28. 

When these are cut out, true in outline, and pasted on a 
card with suitable wording, they make very attractive show 



cards. Pictures relating to almost every line of merchandise 
can be used with good effect, and if properly done will give 
every evidence of being part of tlie entire card, made ex- 
pressly for the occasion. Large pictures can be used in the 
same way, and when finished will make an up-to-date poster. 
There is no end to the variety of work that can be done In 
this way, and at the same time at a trifling cost. When you 
select a picture for this work cut it out neatly — that is. fol- 
low the outline of entire illustration, then you give the back 
of same a thin and even coat of mucilage, and place it exactly 
where you want it on the card. Now, place a sheet of blotting 
paper over it, so that you may press it firmly to the card. 
Any mucilage that may appear around the edges of picture 
use blotting paper to absorb it. At this point always use 
white blotting paper or a clean rag so as to make a clean 
finish. By a little practice you will be able to produce some 
very novel designs in this way. 

The fewer the words on a show card the better it will be 
as a rule. Show cards are sometimes more effective with edge 
lines or borders, and sometimes are better w'ithout them. A 
card with lettering of uniform size and considerable space 
outside of lettering will present a neat and tidy appearance 
without margin lines. When the lettering varies in size and 
the spaces between lines are not uniform, a line run about 
an inch from the edge of card will make it appear more com- 
pact, and generally add to its appearance. Run narrow 
border lines with ordinary lettering brush or striper. When 
a very broad border is desired flat brushes can be used to 
good advantage. Have your paint in good working order, so 
that it will throw a stroke same thickness throughout the 
length and width of card. 



Number 28. 





Number 29. 



Xuiiiber ;50. 



Show Card Designing 

The card-sign illustrations given herewith and following 
pages represent a fair variety or outline of practical work that 
can be used to good advantage by all energetic students. 

The cards with scroll designs as given in cards, — "No 
Magic" — "It's No Secret," and all similar designs, can bt- 
made very rapidly in any color by the use of the "NEW 
SHOW CAKD SPKAY Oim^IT." (See page 110.) By this 
method very artistic effects can be had in high class work 
that will command good prices in any locality. Show cards 
with nicely tinted backgrounds and neatly lettered sell read- 
ily for 25 cents each, actual cost of production from 1 to 3 
cents each. Elaborate designs sell from 50 cents to 75 cents 
each, cost for production 2 to 5 cents each, — finished com- 
plete. 

In making wheat heads, as shown on card "Advanced 
Styles, A Superb Selection," in Number 28, this may be done 
with either brush or Shading Pen. For outline in pen work 
see Plate No. 6. Turn the card so that each stem or wlieat 
head will be in proper position as you finish each. 

To get a natural appearance for wheat use brown ink. 
light shade, or if a light, delicate green is desired, add about 
two drops of green ink to a half ounce bottle of light brown. 
This will make a very pretty shade. Always aim for harmony 
and neat contrast in color when using ornamentation of any 
kind. 



lTi;No 

-You'll Be '' 

/Money In PocketC 

IF YOU 

^Trade Here I 







Xiiiuber 31. 



Number 32. 



ItlatcriaU^ 




Paints 



It is not necessary that the card writer should carry in 
stock many different kinds of colors, tints, etc. If he is ac- 
quainted with how to mix them so as to produce different 
tints, all that he needs besides black and white, are the three 
primaries — red, yellow and blue. A knowledge of harmony 
in colors consists in knowing how to unite extremes of light 
and shadow by the use of intermediate tones that will subdue 
the harsh effect of the use of opposites. If colors are used 
properly they may be bright and clear, but still be in harmony. 
To do this the learner should be thoroughly acquainted, both 
with all the different mixtures and contrasts, and above all, 
the complement of each. 

A contrast is effected by placing two colors that are oppo- 
site to each other in effect, and to harmonize them is know- 
ing what color to use to tone them down. It would be a dif- 
ficult matter to give you a table of tints that could be alto- 
gether relied upon, on account of the different degrees of 
strength of the various colors, but the following will give a 
practical basis from which to work, and extensive enough 
for the general use of the practical card and sign writer ci-ho 
is in constant demand for various styles of work: 

Gray — White and lamp black. 

Orange — Yellow and red. 

Olive — White, yellow, black and red. 

Chesnut — Red. black and yellow. 

Green — Blue, yellow. 

Green Tint — White and green. 

Steel Gray — White, black and blue. 

Lavender — White, red, blue and black. 

Buff — White, red, yellow and a little black. 

Cream — White and yellow ochre. 

Straw — White, yellow. 

Purple — WTiite, blue and vermillion. 

Lilac — White, orange,, chromic and green. 
59 





Xiiiiibi'i- 33. 



Niunber 34. 



Show Card Designs 

Number 33 will give a few suggestions tor novel designs 
ami also enable you to soon learn to execute original designs 
limited only by your artistic ability and practical skill. 

Ice O-eam and 
Soda Fountain Cards. 

There is a big field in this line for dainty card-signs both 
in pen and Brush lettering, also raised lettering in gold and 
silver as shown on page 10 9. As a general rule small narrow 
cards are best, as they do not take up much room and can 
be tacked on the shelves behind the counter in a very neat 
manner. 

Colored card board, — Red. Blue, Black, Brown, etc., can 
be made very effective when lettered with white paint, (see 
Xumber 34), and different styles of finish added in colors, 
also Gold, Silver, Crimson and Green Flitters 

Shading pen lettering on white cards that are cut small and 
neat always give entire satisfaction when the lettering is uni- 
form. 




"— ^OTM -PMONftS— * 



Number 35. 



Price Tickets 



Odd and peculiar shapes can be cut from cardboard very 
rapidly, and when nicely finished are sure to attract atten- 
tion. Always have separate patterns of any size or design, 
so that all tickets of the same style will be uniform. En- 
deavor to make them small and coinpact. After some ex- 
perience one can make a very small ticket have more prom- 
inence than that which many card writers use which is twice 
or three times the size. There is considerable study in ef- 
fective price tickets and yet small, for all up-to-date stores. 

In show card work, remember, there are two kinds of 
show card paint, — (OPAQUE and TRANSPARENT) — Trans- 
parent colors show their original and true strength when 
used on white card board. Red painted on blue will have a 
pronounced purple shade, while blue on yellow will show 
up, green, and so on, the underground color modifying the other 
in every case, except, of course, black. Black looks well on 
almost any color. Opaque colors, such as "EUREKA Show 
Card Paint," will show up in full strength of color on any 
colored surface. "EVER READY Paint-Ink" is a strong 
transparent color and of the proper consistency to letter 
smooth and free on white card board with Brush, Marking 
pen and Automatic shading pen. 




Xiiiiibrr :56. 




Several styles of ornaments may he used in connection 
with most all alphahets and they will admit of many modifi- 
cations, both in construction and flnJah. In fact, there is no 
limit to invention and improvement to display lettering. No- 
tice the above illustration. 

Taking- any of these letters as a basis, the student can 
easily make a complete alphabet. In doing so be careful to 
preserve, as nearly as possible, the same features in every 
letter. Some very neat initials can be made in thi.: manner 



re€ff 



by simply changing a line, shadow or part of the letter. This 
is a splendid method of practice, as it gives facility of hand 
in drawing and show-s in what a variety of styles of finish any 
alphabet may be used. Care must be taken in any kind of 
finish in order that it may be uniform and harmonious. Don't 
use two styles of ornament or finish on one card, unless it 
be for initials only. Follow the rule, "What is done to one 
part of a letter should be done to the corresponding parts of 
all the letters in the line." 



Advertising Phrases 



Alike in Quality, Different in Detail. 

A Beautiful assortment at prices away below the Regular. 

A Glorious money-saving Opportunity. 

After these are gone, no more; Its just changing money. 

Always malte excellent Holiday Gifts. 

Always acceptable and always the Best. 

A select line and new Styles. 

A Style to Fit Every Fancy. 

A Great Truth Quiclily Told. 

A Business Proposition Pure and Siinple. 

Attractions Abundant. 

An Appeal to Your Taste, 

An August Opportunity. 

A Corner on Good Things. 

An easy Shoe at an Easy Price. 

An Old Favorite at a New Price. 

A Tempting Price on Tempting Goods. 

A Small Allowance Goes a Great "Way. 

A Sale Today and a Friend Tomorrow. 

A Limited Number, But an Unlimited Value. 

A Great Clearance. 

A Satisfactory Article. 

At Rock-Bottom Prices. 

A Summer Satisfaction. 

All Merchants Trust Some, We Trust You. 

A Good Stock is an Education of tlie Customer. 



Appeal to Your Taste. 

A Top Notch Creation. 

An Argument for Early Buying. 

A Combination of Good Points. 

A New Season With New Goods. 

A Thought for You and a Thought for Ourselves. 

A Forecast for Christmas. 

A Last Chance at a Good Thing. 

A Square Deal for a Round Dollar. 

A Price that Gladdens the Careful Buyer. 

A Margin of Profit and a Portion of Pleasure. 

As to Values, None Do or Can Give Better. 

A Shoe "That Fits the Foot and Feasts the Eye." 

A Leader for Spring. 

A Dollar Saved is a Dollar Earned. 

A Lady Wants Elegance, Symmetry and Comfort in Her 
Summer Shoes. 

At Last! Perfection anc^ Comfort for the Feet. 

A Thoroughly High Grade Shoe of Unusual Merit at a 
Sensible Price. 

A B C of Economy. 

A Pleasure and Comfort to the Wearer. 

A Fur Snap for a Cold Snap. 

"Always at Your Call." 

An Opportunity to Supply Everyday Wants at a Tidy Sav- 
ing in the Prices. 

Alive to Ever Changing Demands of the Moment. 

A BIG CLAIM, and a Big Fact. 



63 



A Bounteous Feast of Thanksgiving Bargains. 

Another Wonder Sale. 

An Advantage Over Any Other Lady's Shoe Now Made. 

An Inspection is All We Ask. 

An Unquestioned Value. 

Artistic and Complete. 

Advantages Given to a Customer Always Repays Us. 

All Our Time is at Your Service. 

A Full Stock Makes the Store Attractive. 

All That You Want We Provide as You Want It. 

A Much Talked of Store. 

A Greater Variety of Other Styles. 

Attractive Neckwear, New Effects. 

A New Proposition. 

Ask for Them, Get Them, Weiir Them. 

A Style Very Becoming. 

A Dainty Christmas Gift. 

All Wool, Luxurious, Snug, Pretty and Comfortable. 

A Great Offer for the Month. 

A Sensible Gift for Your Family or Friend. 

A Chance for Comfort and Economy. 

A Strong Statement, But a Straight Fact. 

Anybody Would Think They Cost You Double. 

A Day For You to Buy. 

A Touch of Fall Fashion. 

A Warm Thing for a Frosty Day. 

A Small Profit on a Large Scale. 

ALL We Want is Business. 

A Bit of Holiday Splendor. 

A Thought for the Thankful. 



A Poor Article is No Bargain at any Price. 

Any Time is a Good Time — Now is the Accepted Time. 

All That's Latest, All That's Good. 

A Style to Fit Every Fancy. 

A Royal Time for Those Who Need Clothing. 

A Mid-Week Bargain Trip for Wide-Awake Shoppers. 

Attend the Big Convention at Our Bargain Notion Counter 
Tomorrow. 

An Ounce of Underwear is Worth a Pound of Medicine. 

As the Days Lengthen, the Bargains Strengthen. 

A Treat for Winter — A Feast of Overcoats and Suits. 

A WHIRLWIND of Bargains in Dress Goods this Week. 

ALWAYS WINNING Trade by Deserving it. 

As Usual, We Are Right in Front with New Goods. 

As to Prices — Well, These Few Will Give a Fair Idea. 

A Good One — None Better — Few as Good. 

An Occasion of Importance to All. 

A Series of Sensational Bargain Events. 

All Our Energies — All Our Facilities, Turn to Your Profit. 

A Store with New Methods. 

At This Sale He Buys Best Who Buys First. 

An Indispensable Autumn Possession — A Umbrella. 

All That's Good in Groceries is Found in Abundance Here. 

Although We Take Off All Our Profit and Give It to You 
We Do Not Take Off a Pin Point of Our Responsibility for 
Perfect Satisfaction. 

"A Look In," Then a "Try On," and the Result Will Be 
You'll Walk Out Well Pleased with One of These Crown 
Brand Derbies. 

An Ounce of Perfection Taken in Time Will Stave Oft 
Many Annoyances. 



As the Weather Gets Warmer Your Wants Multiply and 
Our Stock Keeps Pace. 

A New Shoe That Looks Like a Walking Shoe, Does '.he 
Work of a Bicycle Shoe, Gives the Comfort of an Old 
El.oe. Only .$3.00. 

A Budget of Prices. 

All Our Clothing is as Good as it Looks. 

An Underselling Sale of Summer Underwear. 

A Collection of Portieres that Rival All Efforts for Quality, 
Beauty and Price. 

As It Comes to Us, So It Goes to You — At a Bargain. 

Absolute Accuracy is an Absolute Certainty if You Have 
Your Prescriptions Compounded Here. 

Another Dip In Prices. 

A Soft Touch on the Contents of Your Purse. 

A Prescription for a Languishing Counter. 

As Rare as the Prices We Give Them. 

A Mere Suggestion Often Aids a Purchaser. 

A Harvest of Furniture Fancies. 

And the Greatest of All is Ours. 

A Little Nonsense is Like Our Product — Relished by the 
Best of Men. 

A Few Words, but They Mean Everything. 

A Profitable Loss — Turning These to Money. 

A Dull Thud in Prices Makes a Lively Week in Our Trade. 

A Practical Demonstration of Our Ability to Distance 
Competition. 

"As You Like It" — Almost anything We Sell You. 

An Epoch in the History of a Great Store. 

A Conquest of Art in Hats. 

A Plea for Good Clothing. 



A Cut from a Friend or a Knife Will Hurt, But Our Cut 
Glass Will Please You. 

A Right Quality and a Right Price. 

A Bargain That's a Credit to the World. 

A Mighty Movement in Excellent Goods. 

All we Ask is Comparison. 

A Bujy Corner in a Busy Store. 

A Bristling Armament of Bargains. 

A Great Shock to the Folks Who Claim to Undersell 
Everybody Else. 

All Our Goods Are Choice. 

A Small Saving on Each Article. 

An Honest Word of Honest Goods. 

All People Who Buy Want the Best. ij, 

A' Trial Proves the Worth. 

A Medley of Merit. 

A Trumpet Call for Bargain Seekers. 

A Policy Whose Alphabet Spells Success. 

A Revelation in Delightful Cookery. ' 

A Deposit Required on all Orders. 

All Kinds of Repairing Neatly Done. 

Al". Kinds pf Hair Work to Order. 

A Collection That Leaves No Wish in the Line Unsatisfied. 

A Winning Proposition. 

Any Time is a Good Time — Now is the Accepted Time. 

All That's Latest. All That's Good. 

Accept No Apology — Allow No Excuses. 

An Era of Economy. 

Antique Finish, but Modern Prices. 

A Full Value for an Empty Pocketbook. 



65 



Advanced Styles Without Advanced Prices. 

A Single Pact Outweighs a Thousand Claims. 

Always Think Before You Act, but Don't Think Too Long. 

A Banquet Feast of Bargain Splendors. 

A Little Higher in Price, but Cheaper in the End. 

Art in Cutting, Skill in Making. 

A Stock to Delight the Home-Maker. 

A Hap)3y Combination of Style. Grace and Foot-Ease. 

Art Tailoring Our Specialty. 

A Wonder at the Price. 

A Marvel in Quality. 

A Rare Bargain at Our Special Price. 

Always After You — Here We Are. 

A Lot of Beauty for a Low Price. 

A Purchase Made Now Will Save Worry Xmas Eve. 



n. 



Baby's Wants Have Our Special Care. 

Blow-on-Your-Fingers Weather is Coming, So Be Over- 
coat Wise. 

Brimful of Bargains from Far and Near. 

Better Than Ever Before. 

Bargains — Not Remnants. 

Balance the Goods with the Price. 

Buy by Comparison. We Do; Every Expert Does. 

Bought in Enormous Quantities for Spot Cash. Offered to 
You at Half Price. 

Best Goods — Least to Pay — Cash or Credit — Either Way. 

Best in Stock, Best in Style. 

Below Cost Sometimes; Below Value Always. 



BEST THERE IS. That's the Certainty to Customers in 
Our Store. 

BREAK THE NEWS TO MOTHER. Tell Her That She 
Takes No Risk Here. 

BARGAINS BECKON YOU. The Best Possible for the 
Least Possible. 

Be Sure of Your Footing, Then Go Ahead. 

Best in the Market. 

Bright Things for Dull Days. 

Buying Will Be Lively — Get Here Early. 

Bargains That Cannot Be Repeated. 

Better Times Means Better Goods. 

Briefly Told — Quickly Sold. 

Book-Lovers Find Our Place a Perfect Paradise. 

Better Credit Bargains Than Others Ask Cash For. 

Better Goods. Same Money — Same Goods, Less Money. 

Best Leaves No Room for Improvement. 

Books for the Holidays. ' 

Barely Able to Hang On is the Dealer "RTio Persists in 
Clinging to Old Methods. 

Business is Balky, but Under the Spur of Necessity it Will 
Move at Its Accustomed Pace. 

Big Results from Small Beginnings is the Only Name for 
the Kind of Investments We Offer. 

Buy if You Like — Looking Means No Obligation to Buy. 

Big Values Hitched to Small Prices. 

Be in the Lead — Don't Follow the Style. 

Best Goods Are Easiest Sold. 

"Bargains" Are Uncertainties. 

Beautiful Effects from Beautiful Goods. 

Best Made for Best Trade. 



Beauty. Ease and Service. 

Bright Bits Stirred Up. 

Big Store Filled with Little Prices. 

Broken Sets at Broken Prices. 

Because They Fit Well, They Wear Well. 

Buying Right Saves Loss. 

Big Prices Are on Vacation. 

Busy? We're Always Busy. 

Bought at a Bargain and the Prices Made by Us. 

Ba Wise in Time; It's Ever So Much Better. 

Best Investment You Ever made. 

Bargains That Stir Up Business. 

Better Buy Early. 

Buy and Own a Good One. 

Beautiful and Different. 



Choosing is at Its Best Now. 
Come and Profit, Buy and Rejoice. 

Come and Get Posted as to What's Going to Be Worn and 
V/hat Looks Well on You. 

Credit for Those Who Ask It. 

Cool Things for Hot Days. 

Choose Wisely by Choosing Here. 

Comfort for You and Your Pocket Book. 

Correct Things for Just Now. 

Closing Values at Eye-Opening Prices. 

Christmas Prices Encourage Christmas Giving. 

"Clean L^p" Sale of Crockery. 

Cleanliness is Our Strong Point. 



Cash or Easy Payments — To .Suit Your Convenience. 

Correct Shapes and Colors. 

Credit at Cash Prices to All Who Are Correct. 

Come Again and Gain Again. 

Clearance Sale That Clears Quickly. 

Cannot Be Duplicated Anywhere Else. 

Cheaper to Buy Shoes at This Sale Than to Pay Doctor 
Bills. 

Cheering News to Close Bu.vers. 

Chances Are Golden in the Rebuilding Sale. j 

Common Prices, but Uncommon Values. 

Cash Buying is a Benefit. 

Come for Them, The'U Please You. 

Calf Lined, Double Sole to the Heel. 

Come Back Tomorrow for What You Have,Forgotton To- 
day. 

Cannot Get Out of Order. 

Crowd-Drawing Prices. 

Come in and Look Around, That's What This Store is for. 

Character and Exclusiveness of Design. 

Clothing Prices That De.'y Competition. 

Clothing is Cheeper for a Healthy Boy Than Doctor's Bills 
to.- a Sick One. 

Cost is Trifling Compared to Its Real Worth. 

Christmas Dolls, They're Here — A Big Family of Them. 

C/.t, Made. Trimmed and Finished equal to Most "Made to 
Order Suits" and Superior to many. 

Contrary to What Anyone May Say a Man is Judged by 
His Clothes. 

Comfort Cloths for Hot Weather — Prices Just as Light as 
the Goods. 



67 



Combination That Unlocks the Pocl<et Book. 

Chips Are Still Flying From the Original Prices. 

Cross the Street First, Then Come Here. 

Cash Prices on Cash-Bought Goods. 

Correct Effects Are Not Accidental. 

Common Sense Heels, Extension Soles and Goodyear Welt. 

Certain Elegance Yoked to Sensible Economy. 

Cotton Goods at Cotton Goods Prices. 

Come-Back-Again Trade Makers. 

Consistency is the Gem of Business Philosophy. 

Can You Resist These? 

Convincoig Facts of Convincing Goods. 

Consistency is the Gem of All Business Propositions. 

Credit Business at Cash Prices. 

Complete Conceptions of Styles. 

Con'imence the New Year Right. Turn Over a New Leaf. 
If You Are Not Already One of Our Customers Commence 
Now. You Never Had a Better Chance to Save Money. 

Cut Glass — Rich and Rare. 

Chilly Winter Winds Cannot Keep the People Away from 
Our Tremendous Sale. 

Cooking Comfort at Small Cost. 

Comparison and Calculations Concerning Cash and Credit. 

Count It Good if Sells It. 

Come and See Them Anyway. 

Curtains Very Heavily Apliqued in Beautiful Scroll and 
Flowered Effects. 

Compare Our Prices and Be Convinced. 

Costs Less Than It Should. 

Certainty of Suiting You. 



Costs You Nothing to Come In. 
Come in and Say WTiat You Think. 
Correctfully Cut and Skillfully Tailored. 



Diamonds and Precious Stones. 

Dress and Elegance. 

Distinctive, Uncommon. 

Door of Real Economy. 

Don't Decide Until You are Ready. 

Doing Right is Our Best Capital. 

Don't Wait Too Long. 

Dull Times Have .Something to Do with the Keenness of 
These Bargains. 

During Festival Week Come to Our Feast of Fat Bargains. 

Direct Appeal to Common Sense. 

Don't Hesitate; Now is the Time. 

Don't Wait, This is Your Best Chance. 

Don't Wait Until the Best is Gone. 

Dull Months Turned to Busy Ones. 

Dainty Shoes for Little Girls and Misses. 

Don't Allow the Nicest Things to Slip Away from You 
Without Seeing Them. Come in. 

Do You Want the Best for the Least Money. 

Digging for Dollars is What Everybody is Doing. 

Dollars in Merchandise for Dimes in Cash, 

Don". You Wish to See the Nicest Line of Dress Goods 
Ever Brought to This Market? 

Don't Worry About the Fit, We Attend to That. 

Doing Beats Promising. 



68 



Don't Let Cigars Get the Best of You; Get the Best of 
Cigars. 

Deliciousness for Those Who Love Good Things. 
Does Money Saving Mean Anything? 
Dollar's Worth for Dollar Spent. 
Don't Forget the Little Folks at Home. 
Drive Slow, Whip Lightly, Cash Up or No Go. 

E. 

Every Dependable and Desirable Kind of Merchandise. 

Elegently Lined, Fashionably Cut. 

Exquisitely Tailored Suits. 

Every Fancy Can Be Pleased. 

Everything That Necessity. Comfort and Style Demands. 

Eye-Openers in Necessities. 

Eager Buyers' Opportunity. 

Events of Money-Saving Importance. 

Every Expenditure a Saving. 

Eye Satisfaction — Foot Comfort. 

Every Cent Spent Gets Full Value. 

Elegant, and Yet Economical. 

Every Taste and Every Purse Finds Satisfaction Here. 

Economy Isn't Always Wealth When it Comes to Appear- 
ance. 

Extra Quality. Leather Lined. 

Easy Walking is as Necessary as Sleep. 

Everything Marked Away Down. 

Every Day the Same, and Every Day Worthy of Your 
Confidence. 

Economical Because It's Double Strength. 

Every Line Here is a "Guide Line". 



Evidence is Better Than Talk. 

Ease and Comfort Combined— Ease for the Feet, Comfort 
for the Purse. $2.00. 

Economy Day for Men Folks. 

Every Dollar Left with Us Proves a Wonder Worker. 

Extraordinary Values in Seasonable Clothing. 

Every Clothing Concern in Existence has Fifteen Dollar 
Suits, but They Are Not This Kind. 

Every Counter a Tidal Wave of Bargains. 

Every Article Offered is Strictly High Grade. 

Entering Upon Prosperity is Easy if You Only Have the 
Key. Here it is. 

Enormous Values in Style, Beauty, Wear and Satisfaction. 

Examine Today, Buy Tomorrow. 

Economy Shop for the Gift Buyer. 

Examine the Beautiful Design, Exclusive Patterns and 
Quality. 

Every Line Perfect — Every Style Right. 

Every Day Here is "Bargain Day." 

Every Point a Good Point. 

Ever Been in Our Bas°ment? It's the Busy Place of '.he 
City. 

Everything that's Used in Furnishing the House — from a 
Parlor Suit to a Tin Basin. 

Everything in Cut Glass for the Table. 

Extravagance is Paying More at One Store Than Yoii 
Have to Pay at Another. 

Economy is Getting Best Quality Possible at the Least 
Possible Cost. . 

Evening Jackets That You'll Be Tempted to Wear All 
Day. They're so Smart Looking. 

Every Article Here is a Bargain. 



Exclusive Styles and the Best Quality. 
• Exact Methods, Living Prices, Latest Styles. 

Entire Satisfaction to Each and Every Customtu'. 

EveiT Fashionable Effect. Every Style. Every Color .of 
This Season. 

Extra Events for the Boys. Summer Specialties, Specially 
Priced. • 

Every Day Sees New features Added to Our Loim List of 
Money-Saving Opportunities. i 

Every Line Has Fallen Under the Price of Prtinin-:: Knife. 
We Call- You .to a Feast of Bargains. Will Tou Come? 

Elegant Designs in Carpets. 

Easy Shoes for Tender Feet. 

Every Time Tou Take a Drink Things Look liiftfr.Mit. 

Every Stitch a Bargain., . 

Economy is the Easy Chs.ir.-.pf Old A£;e. 

Encouraging That Well-Dressed Pe'iiiug. 

Eighty Per Cent of the Profit is Touis. 

Excellence the Chief Merit. 

Excellence is the Pleasing Point. 

Extra Pains Means Extra Satisfaction. 

Every Leading Specialty in the World. 

Every Department Greets Tou With Right Goods. 

Every Woman Loves Flowers and Their Giver. 

Everybody Expects a Little More for the Money Thrse 
Times — And They Aren't Dissappointed. 

Everything to Write with, to Write Upon, to Figure Upon. 
to Draw Upon. 

Exceptional Quality Cannot Help but Satisfy in Eve'-y 
Particular. 



Fluffy Daintiness in Feather Boas. 

Free, Quick, Rapid Sellers. 

For Those Who Enjoy the Best of Everything. 

Fall and Winter Styles Now Ready. 

Fragrant as the Flowers. 

Fair Dealing is the Best Drummer. 

Fit and Wearing Qualities Combined. 

"Family Shoe Store — Where Honest Values are Sold." 

Fall Tints and Prices in Harmony. 

Final Days — Yes, Final Hours — In the Clearing Sale. 

Fit Well, Feel Well, Look Well. 

Fancy Goods at Plain Prices. 

Full of Snap, Style and Wear. 

Faultless Clothing for Men. Youths and Boys. 

For Fancy Hosiery There's Only One Place to Come — 
Here, of Course. 

Fascinating Fancies in Fashionable Footwear. 

From the Most Noted Gardens in Ceylon. 

For Small Purses the Biggest Tet. 

First-Class Materials, Superior AVorkmanship. Just the 
Thing. 

Fall Goods Now Ready for Tour Inspection. 

Finest and Most Durable. 

Fall Effects at Fallen Prices. 

Fashion's Favorites for Fall. 

Favorite Wear for Fashionable Folks. 

Fine Chinaware in All Its Rich and Rare Varieties. 

Fur Sets, Muff and Collar, Round and Flat Effects. 



From the Good of the Goods Comes the Satisfaction of 
the Purchase. 

Fresh from Fashion's Center. 

For the Busy Man an Accurate Watch is a Necessity, Not 
a Luxury. 

Frost Nipped and All Shrivelled Up Are the Prices. 

Fine Furnishings for Fastidious Fellows. 

Fine Silk Umbrellas with Fancy Handles in Every possible 
design. 

For Tour Foot's Sake Lend Us Your Ears. 

First Impressions Are Always the Strongest. 

Fine Feathers Make Fine Birds. 

Follow Tour Knows and Wisdom. 

Finding a Bargain is Like Finding Anything Else; It 
Makes the Finder Happy. 

Finest-Place-to-Buy-6oods Store. 

Filled with Selling Points. 

Fitness and Finess Characterize the Stock. 

Fat Facts for Slim Pocketbooks. 

Full of Sunshine, Full of Color, Full of Life, Full of Ar- 
tistic Thoughts, Full of Honest Values. 

Feathers Cleaned, Dyed and Curled. 

Furnished and Unfunished Rooms. 

Few Promises — Great Values. 

Finest Grade for Finest Trade. 

Fine Tailoring a Specialty. 

Pine Goods a -Specialty. 

From Head to Foot We Clothe the Man; Clothe Him 
Rightly, Clothe Him Cheaply. 

Forehanded Buying Will Save You more in a Year Than 
Painful Pinching Will in Five. 



Food for Thought and Pocketbook. 
Facts Without Frills. 
First Showing Spring Suits. 
Fall Opening To-day. 
For Use and Beauty. 

Furs to Protect the Features. A Feature Worth Investi- 
gating. 

Fashion Claims for Them Their Preference. 



Glassware, Deep, Rich, Cutting; Best Value Ever Offered, 

Glad to Have You Come and "Look," 

Good, Honest, Desirable Merchandise. 

Give Us a Trial and Tou Will Be Convinced. • 

Good Shoes and Low Prices for Everyone. 

Gigantic Movements of Supreme Importance. 

Goods We Guarantee. 

Good Things for Cooler Days. 

Goods That Demand Your Attention. 

Gift Giving and How We Help. 

Good Things for Cold feather. 

Get What Tou Want and Save Money. 

Goods You Want at Prices Tou Can Pay. 

Goods That Show Their Quality. 

Growing Concerns — Corns. Our Corn Cure Cures Corns. 

"Go 'Way Back and Sit Down" in One of Our Comfortable 
hairs. 

Gives .Most Excellent Service. 

Give Tour Eyes a Treat, Every Suit is a Work of Art. 

Great Sales at Little Profits Give Great Business Ad- 
antages. 



Greatest Millinery Bargains of This Season. 

Good Clothing! Ready Wear Custom Made. 

"Good Value" Here Is More Than "Bargains" Elsewhere. 

Going Away Goods That are Guaranteed to Stand the 
Roughest Usage. 

Grasp This Chance to Spare the Home Purse. 

Good Things Don't Last Very Long. You Know. Better 
Buy Today. 

Good Shopping Opportunities Crowd One Another in This 
Ever Busy Bee Hive. 

Give Us a Chance to Please You. 

Get in Ahead of the Crowds. 

Good Goods Do Their Own Drumming. 

Get the Genuine Article. 

Gigantic Sale at Dwarf Prices. 

Good, Sensible Weaves and Patterns. 

Goods That Never Vary. 

Good Enough for Anyone. 

Generous Terms on Stylish Goods. 

Goods Shown With Pleasure. 

Gents' Clothes Cleaned and Repaired. 

Good Work is Our Success. 

Good Things for Those Who Think of Good Things. 

Good Teeth Mean Good Health. 

Get What Y'ou Want — Pay What You Can. 

Goods Backed by Reputation and Cash. 

Good Goods Are a Little More Expensive. 

Good Clothes Are Tools of Advancement. 

Good Profits for Warm Customers on Hot Days. 

Good Goods at Damaged Prices. 



Good Shoes at Cheap Prices. 

Goods Well Bought Are Half Sold. 

Good Stock Makes Good Soup — Good Stock Also Holds 
Custom. 

Gasoline and Other Stoves Repaired. 

Good Values — Best Styles — Popular Prices. 

General Appearance Would Indicate That it Would Cost 
Several Times the Price We Ask for it. 

Gas Stoves. Summer Economy — A Touch and There's a 
Fire — Full Blaze. Another Touch — Gone. Clean, Simple and 
Safe. 

Gloves to Grasp the Hand of the New Year. 

H. 

Hell) Out the Old Coat and Vest With a New Pair of 
Trousers. 

Headquarters for Bargains That Are Bargains. 

He'll Never "Play Hooky" if You Dress Him Like a Gen- 
tleman. 

Here's a Trade Tonic. 

High-Grade Clothing Within Everybody's Reach. 

Heavy Sole Shoes. "Wearers." 

Here's Where You Make Your Money Make More Money. 

How Can You Hesitate'? 

Here's How We Get Tour Approval. 

How Can We Do More Than This. 

Here's Comfort at Money-Saving Prices. 

Here We Are Again with a Good Thing for Everybody. 
Help Yourself to Clearance Bargains Tomorrow. 

High and Low Trousers — High in Quality and Low in 
Prices. 



Here You Will Find What Tou Want, When Tou Want It. 
Here Tou Have All the Beauty That Can Be Put in a Silk 
Waist, Except the "Beauty" Herself. 

Here Tou Get More Than "a Ghost of a Show" for Your 
Money. 

Here Sensible Selection Becomes the Science of Buying. 

Hardware That Will Withstand the Hardest Wear. 

Have Tou Been Waiting or a Glove Opportunity. Here 
is the Best and Grandest of the Tear. 

Here's Where the Eye and I Are Both Pleased. 

Hot Weather Negligees at Panic Time Prices. 

Here are Things We Know- Tou Will Like. 

Here's How We Save You Money. 

Harvest for Frugal, Economical Housekeeper. 

Honest Values Stitched with Truthful Words. 

Helpful Hints for the Hurried. Buy or Not. but Come. 

Helpful Hints for Those Puzzling on "What to Buy." 

Hunters of Bargains ]L,ike All Hunters. Must Act Quickly. 

Happy Thoughts in Bright Colors. 

Here's the Right Kind. 

Hats Cfleaned, Pressed and Altered. 

Homes and Decorations Interest All Who See Our Great 
Stock of Furniture. 

Housekeepers' Money-Saving Supply Sale. 

Highest Possible Grade at Lowest Possible Price-s. 

Hanging on to Old Prices is No Way to Obtain New 
Business. 

Hands and Brains Are Busy. 

Here's the Way We Get Customers — Here's the Goods 
That Keeps Them. 

Highest Price Paid for Old Gold and Silver. 



Here's Where We Excell. 

Here's Replenishing Opportunity. 

Home Beauty is Home Comfort. 

Here's a Quality You'll Be Proud of. 

Has Forged to the Front. 

Helps to Economy. 

Holiday Happiness. 

How Would Tou Like These? 

Health and Pleasure Combined. 



Its Not a $1.00 Kid Glove. It's More, but We Make a 
Leader of It for $1.00. 

If Tou Don't Want to Buy. Don't, but Look. 

If Tou Knew Them Tou Would Buy Them. 

It's All Right if Tou Like It. 

In the Market for the Best. 

If Tou Want to Save Try These. 

It's a Matter of Buying and Selling. 

If Tou Buy Now. Tou H^ave an Advantage. 

If Tou Don't Find It Here. Tell Us What Tou Want. 

If We Make the Price and Guarantee the Goods What 
More Can We Do'.' 

It's Here Where Tou Get More Than Tour Money's Worth. 

It's Variety That Makes Our Stock Popular. ■ 

If Tou Appreciate Good Ones Tou'U Appreciate These. 

If Tou Come Once We Keep Tou. 

It's Homelike as Well as Businessloke Inside. 

If Tou See It Today, You May Not Tomorrow. 

Is Perfect in Fit, Comfort, Beauty and Quality. 



It Has Style, It Has Comfort. Is Has Wear, It Has Many 
Points of the $5.00 Grade. 

It Completely Fills the Bill. 

It Will Please You. 

Is Good All the Tear Round. 

It is the Doing, Not the Saying. That Counts in the Long 
Run in Selling Clothing. 

If You're Not Beauty Proof You Should Pass Our Art 
Goods Department Blindfolded. 

■It is Better Than I Kxpected to Find," Is What We Want 
Said About All the Goods We Advertise. 

If You Come Early, You'll Not Be Late Getting Away. 

If You See It on the Street. Its Duplicate is Here. 

It isn't the Price, It's What You Get for the Price. That 
Counts. 

It's Not What You Earn, It's What You Save. Saturday's 
Offers Show the Way Plain and Direct for Big Savings. 

It is More Essential to Eat Pure Food Than to Have Cor- 
rect Dress. 

"It Might Have Been" Always Follows Neglected Oppor- 
tunities. 

In the Line of Bargains — Try These. 

If It's Worts Having We Have It. 

It's Hard to Earn, but Easy to Save. 

It Would Take a Whole Library to Tell of the Advantages. 

It Pays to Be Particular. 

If Others Equal Them, They Must Be Good. 

If You Want Them, We'll Make it Easy to Get Them. 

If You Are Afraid of the Goods. You Can Depend Upon 
Our Guarantee. 

It's Novel and Pleasing. 



It's a Question of Price Here. 

Isn't it Time to Give Thought to Your Winter Shoes. 

If You Don't See What You Want Step Inside. 

If You Are in Doubt Don't Buy. 

It Will Be Our Fault if You Don't Return. 

If You Don't Decide Today. You Will Find Us Here To- 
morrow. 

If You Don't Want What You See, We'll Get What You 
Want. 

Is a Remedy of Sterling Value. 

It Works Like a Charm. 

Inspection Invited — Comparison Challenged. 

Inspection Invited — Come Any Time — Bring Your Mental 
Microscope. 

It Doesn't Cost Anything to Look at These Goods: it 
Doesn't Cost Much to Buy Them. 

It is of Little Consequence How Much of the Price is 
taken Off; the Principal Thing is How Much of it is Left. 

It's No Secret — You'll Be Money in Pocket If You Trade 
Here. 

Its Policy to Make Your Selections Early. 

Its the Glove-Like Fit That Sells Them. 

Incomparable Values at Unmatehable Figures. 

It Pleases Us to Say We Are Here to Please. 

It's Up-to-Date Prices Like These That Keep You Busy. 

If You Pay Less Than We Ask, You'll Get Less Style, Less 
Character, Less Quality. 

It is a Feat to Fit You Feet. 

If It's Here It's Worthy — If It'ss Worthy It's Here. 

It's a Waste of Time to Look Elesewhere. 

It's a Poor Plan to Paint a Fine Hou.se with Poor Paint. 



74 



If it Pays to Advertise Part of the Time, Wliy Not All the 
Time? 

If Nine Tailors Make a Man. We Have the Best Nine 
Tailors in the City. 

If Interested. Send for Particulars. Proofs and Prices. 

It's Not Alone That We Say it. But That You Know We 
Mean It. 

It Talces Sense to Make Dollars. 

It Takes Nerve to Sell at These Prices. 

It's a Pleasurre to Serve a Pleased Customer. 

If in Doubt What to Select, Search Here. 

It's Strange How Much Business Can Be Done When One 
Sets Out to Do It. 

It Harrows One Soul to Have One's Sole Wear Out so 
Soon. 

In the Contest Between Goods, Prices Cut the Figure. 

In the Lexicon of Elegance There is no Word to Express 
Their Goodness. 

Invisible Patching Neatly Done. 

If You Don't See What You Want Ask for It. 

Imported Goods at Domestic Goods Prices. 

Its a Wise Owl That Looks After Itself and Little Onet 

If You Want Wealth. Dig! If You Want Value. Digl .1 
You Want Truth, Dig! 

In the Ladder of Economy i3very Round Counts. 

If It's Worth Having We Have It. 

It's What You Get for What You Pay That Measures the 
Bargain — Not What You Pay. 

It Reaches Directly the Spot Aimed at. 

It is the Best Preparation Made. 



Jack Frost is prowling 'Round. Fool Him with a Top 
Coat (Price). 

Just the Bargains That You Feel Elated Over When You 
Get Home. Because You've Got -so Much More Than Your 
Real Money's Worth. 

Just the Thing After the Day's Toil. Rest Your Weary 
Body in One of Our Comfortable Parlor Rockers. 

Jot it Down — None Better Than These in Town. 

Just to Keep Our Cutter Busy We Will Make-to-Fit $S- 
Pants for $6 During August. 

Just the Kind of Suits That Will Make You Look Like a 
$40 Tailor-Made Man. 

Just a Chance to Please — Th-it'.s All We Want. 

Just for Curiosity's Sake Try It. 

Just an Inkling of Many Smart Things. 

Jump Into These Bargains Quick and Think Later. 

Just a Few Real Bargains. 

Just for Our Best Friends. 

Just a Little Better Than the Best. 



Keenest Criticism Invited. 
Keep Cool, and We'll Help Y'ou. 
Keep Up With the Times. 
Known the World Over. 
Knives That Cut at Cut Prices. 
Kneedeep in Attractiveness. 



Ladies' Silk Skirts in Generous Widths at Low Prices. 

Look After the Pennies You Can Save. 

Low Shoes at Low Prices. 

Leave Tour Thirst at This Fountain, 5c. 

Little at a Time Payments is Absolutely Unexcelled. 

Looks Like a $4.00 Shoe, but $1.98 Takes These While 
They Last. 

Look Leisurely; We Ask No Sudden Nor Thoughtless Pur- 
chase. 

Look Everywhere — These Are the Best Anywhere. 

Low Prices Lowered to the Lowest Notch Monday. 

Low Prices on Standard Goods Have Made This Store 
Famous. 

Let Us Take Tou Into Our Confidence. 

Low-Priced. but High Grade. That's It. 

Learn When to Buy. How to Buy and Where to Buy. 

Lasts Longer, Goes Farther. 

Look to Us for the Best. 

Let's Trade Value for Value. 

Little Trouble to Find It Here. 

Little Things at Great Savings. 

Live 100 Tears and .Such Bargains Will Never Come 
Again. 

Low Price is the Great Pleader in Present Day Business. 

Laugh and the World Will Look at Tour Teeth, and Judge 
of Tour Taste — Good or Bad — By Their Condition. 

Loom Ends Disposed of. 

Lend Us Tour Ears — Use Tour Judgment. 

Look at It — Test It — Buy It. 



Light in Weight and Light in Price, but Long in Wear. 

Linked to Comfort and Quality. 

Little Leaks Sink Big Ships. 

Let Us Put a Smile on Tour Countenance. 

Let Wisdom Name the Price. 

Light on a Light Subject. 

London and Paris Fashions. 

Latest Styles Just Received. 

Latest Styles in Neckwear. 

Left Overs — Great Bargains in Winter Cloaks and Wraps 
Bought for the Holiday Trade. 

Low and Easy Chairs at Low and Easy Prices. 

Laugh and Grow Fat is an Axiom. We Advise the Use of 
a Good Tonic. 

Luxurious Effects at Plain Prices. 

Leave It All to Us. 

Ladies Wash Suits. 

Less Cost, Less Labor, Greater Ease Than in the Old Way. 

Little Needs at Little Cost. 

M. 

Medium and Heavy Weights — Soft. Fleecy Garments. 
Made of All Wool Materials. 
Many Astonishing Specials for This Week. 
Merit the Trade Mark of Success. 
More Business or Smaller Margin. 
Meant to Save and Sure to Please. 
Make Us an Offer on These Odd Pieces. 

Men Who Dress Carefully. Both as to Taste and Expen- 
diture, They are Our Customers. 



Midsummer Clearance. 

Made in Light and Heavy Weights. 

Made in Most Correct Styles. 

Merit is the Trade Mark of Success; Quality the True Test 
of Value. 

Modern Mercantile Methods. 

Many Steps Turn Our way. 

Misrepresentation Inflicts Its Proper Punishment. 

Meets All Requirements. 

Made on Honor — Sold on Merit. 

More for Your Money Than Tour Money Can Buy Else- 
where. 

Money Talks; and Right Here a Little of Tour Money Can 
Persuade Us to Part with the Prettiest Shirts Tou Ever Saw. 

Many Exclusive Novelties. 

Merit is the Bases of Success. 

Many Chances to Save Money. 

"Money Talks," but Now Prices Shriek. 

Men Buy Our ■'Columbia" Shirts as an Investment — Not 
a Speculation. 

Matchless Goods at Unmatched Prices. 

Money Back for Faulty Fit or Broken Promises. 

Most Men Have a Hobby. Tou Know Ours. 

Magnetic Qualities and Prices. 

Money Talks and Uusually Talks Cents. 

Modern Eloquence Cannot Do Justice to These Dress Pat- 
terns We Just Received. 

Millinery and Dress Making. 

Money Saving Time's All the Time. 

Money Back Insures Satisfaction. 

Money is only Worth What It Will Buy. 



Masses of Meritorious Merchandise. 

Material and Workmanship Are Perfect and Satisfaction 
is Warranted. 

Millinery of Every Description. 

Marry the Girl! Well Furnish the House. 

More Beauty at Less Cost. 

Many Points in Its Favor. 

Make Yourself at Home Here. 

N. 

Not What is Cheapest But What is Best. 

Not Bargain Clothes — Bargain Prices. 

Not What We Say, But What We Do Advertises Us. 

Nothing Nicer, Nothing Newer at Next to Nothing Prices. 

Nothing but the Best of Everything and Tou Can Depend 
on It. 

Nowhere Else Can Such a Profusion of Exclusive Gifts Be 
Secured. 

No Wild Clatter of Irresponsable Bargain Shouters Here. 

Now is the Best Time to Buy. 

Nothing More Appropriate or More Pleasing for a Present 

No Such Offer Ever Made Before. 

Nothing Worth Having is Not Here. 

Nothing Gets Customers so Certainly as Fair Dealing. 

Neat in Style, Elegant in Workmanship. 

Nothing Shoddy in Heel, Sole, Leather or Lining. 

Not One Bargain, but Many. 

New Ideas at New Prices. 

No Reason to Slight Them. 

Never too Busy to Save. 

Now Tou Get the Pick — Later Tou Get the Remnants. 



?4ewness, Beauty and Fascination in Every Price. 

Newest and Best Helps for Simplifying Housework and 
Doing It Better. 

Not Much of a Price, but a Great Deal of a Bargain. 

Not Too Cheap to Be Good, but Cheap Enough to Make a 
Good Advertisement. 

Now is the Time and This is the Place. 

Not Too HeavT for Comfort and Not Too Liglit for Service. 

No Credit House Wants to Compete with Us. 

Now is Another Grand and Busy Week. 

Nothing is Cheap That You Haven't Use for — but Every- 
body Must Use Handkerchiefs. We Have Them from 5c Up. 

Not Made Simply to Sell but Made to Surely Satisfy. 

"None Better" is a Strong Statement, and Here it i.s a Solid 
Fact. 

No Headaches in These Hats. 

No Trouble for Us to Point Out Superiority in The.se Pat- 
terns. 

Not the "Everywhere" Kind. 

Not Too Early to Select the Goods for Your Spring Gar- 
ments. 

Notice the Low Prices in This Window. 

Not a Few Articles Priced Low as "Bait." but the Entire 
Stock Comes to You at Sharp Cut-Rate Prices. 

Now is the Time. 

No Comfort Without Comfortable Things. 

Never Wait Until Too Late. 

No Use to Talk, Our Prices Talk for Us. 

Never Too Late to Get Your Money's Worth. 

None Better — How Could There Be? 

Never Pass Us by Whether You Want to Buy or Not. 



No Magic — Just Phiin Business. 

Notions That Pull Trade. 

Not a Common Chance. 

Not Somethings, but Everything. 

Nothing Too Good for Mother's Boy. 

Not the Price You Pay, but What You Get for the Price. 

No One Else Sells Them. 

No Stock so Beautiful. 

None Are More Excellent. 

Not How Cheap, but How Good. 

Not Responsible for Work Left Over 30 Days. 

New Styles of Neckties. 

No Goods Misrepresented. 

No Shoddy Goods at Any Price. 

Noteworthy Novelties. 

No Investment Pays Better Than Good Clothes. See Out 
Suits at $ . 

New, Crisp, Reliable Goods at Clean, Honest, Desirable 
Prices. 

No Baits, but Quality. 

Nothing Useless Put in — Nothing Useful Left Out. 

No Admittance Except on Business. 

Not What We Say, What You Know. Counts. 

Not What You Pay — What You Get. 

Not Only Good Shoes for Perfect Feet, but Perfect Shoes 
for All Feet. 

Not Too Cheap to Be Good, but Cheap Enough to Make a 
Good Auvertisement. 

Newer Shapes at Newer Prices. 

No Lady's Wardrobe Complete Without These Dainty Rust- 
ling Garments. 



Neat, Dressy and Handsomely Designed. 
Noisy Silks at Quiet Prices. 
Nothing Over 10c on This Counter. 
No Matter What You Want, We Have It. 
Nice to Own and Easy to Buy. 

No Article but What We Can Save You Money on — Investi- 
gate. 



Our Success Comes from Selling Good Clothes and Saving 
You Money. 

Our School Supply Stock is Complete. 

Object Lessons in Symmetry. 

Our Best is the Best. 

One Bargain You'll Appreciate. 

Others Are Good but Not at This Price. 

Our Hobby is Having the Best. 

Our Goods Prove Our Assertions. 

Out of the Best We Chose These. 

Over Stocked and Under Priced. 

Our Buyers Have Your Good at Heart. 

Others May Be Cheaper — None Can Be Better. 

ODDMENTS. By This Term We Mean Odd Sizes and 
Broken Lots from our January Sale. 

Our Thought and Our Action is for You. 

Our Promise Protects You. 

Our Promise Makes Us a Strong Platform. 

One Reason for Our Business. 

Others Like Them, So Will You. 

Our Best Salesman is Mr. Sure Bargain. 

Our Latest Thing for the Spring Trade. 



Our New Shoe for Women. 

Once Tested, Always Worn. 

Only One Quality, Only One Price, Only One Dealer in a 
Town Can Have It. 

Only Shoe Made That Conforms with the Foot. 

Our Prices Are Purse Openers. We Need Room for One 
More Lucky Buy from New York. 

Our Prices Make it Expensive for You to Buy Elsewhere. 

Only Registered Pharmacists fill Prescriptions Here. 

Our Aim is to Please Our Customers. 

Our Word for It, They Are Worth More Than the Price 
Asked. 

Order Now the Needed Things for the New Home. 

Our Prices Cut Across Lots 'Tween Manufacturer and 
Consumer. 

Our Purpose is to Place This Store "First in the Hearts" of 
the People. 

Our Bread is the Baker's Triumph and the Eater's Delight. 

Our Spring Awaking is a True Fashion Display of Elegance 
— Yet We Combine Elegance with Economy. 

Of Course There Must Be Some Inducement to Bring so 
Many to Our Store. 

Our Suits Are Standard in Quality; Honorable in Make; 
Right in Price. 

Our Experience — Your Gain. 

Our Fair Price Banner Waves Over All. 

Out-of-Date Methods Do Not Satisfy Up-to-Date People. 

Our Famously Low Prices. 

On Your Judgment as to Quality and Price We Rest Our 
Case. 

Our Mixologist Can Make an Ice Cream Soda That Will 
Satisfy the Thirtiest Person in the City. 



Opportunities Like These Don't Often Occur. 

Our Campaign for Popular Favor. 

Our Solution of the Buying Question. 

Our Saying so Means a Great Deal. 

Others May be Pretty, See These Anyway. 

Our Advantage Comes from Care in Buying. 

One for You, and You'll Like It. 

One Quality, One Price, All Styles. 

Our Stock — Only One Grade — The Best — At Popular 
Prices. 

One Incident That Explains the Policy of Our Shoe Oe- 
partn.ent. 

Our Goods Go Before the Dust Colleris. 

Our Clerks Will Serve You Without Soliciting a Purchase. 

Ous Store Does Not Fear the Most Stringent Comparisons. 

Old or Out-of-Date Goods go at Your Price. 

Our Patrons Wear Smiles. 

Our Goods Are This Year's Vintage. 

Our Low Prices Bring You Back. 

Overcoats Easy to Slip on Though Hard to Give the Slip to. 

On Rock Bottom — Have Been on That Desirable Ground 
for Ten Years. 

Our Clothing Secures the Fashionable Effect Sought for by 
the Careful Dresser. 

Our Prices Are Never High — Our Goods Are New and t'p- 
to-Daie. 

Our Goods Tell Good Tales of Us. 

Our Clerks Are Instructed to Assist Careful and Economi- 
cal Buying. 

Our Suits Are Offered at Suitable Figures. 

Our Method of Selling Invites You Back. 



Our Clerks Are Here to Assist — Not to Insist, 

Our Clerks Serve Us Well by Serving You Well. 

Our Customers Are Talking Advertisements. 

SCHOOL SHOES — High School in Quality, Down to Kin- 

Our Customers Come in Hopefully and Leave Satisfied. 

"Old Reliable" in Quality, but "Up-to-the-Minute" in Style. 

Our Clerks say: "It's the Weather." We Believe We 
Bought too Many. Hence the Reduced Prices. 

Our Mirror of Present Fashions. 

One Might as Well Try to Lift Himself in a Basket as to 
LIndersell Us. 

Our Aim is Constantly Toward the Mark of Public Patron- 
age. 

Our Prices Talk All Languages. 

Our Forethought Gives You Bargains. 

Our Desire is to Move Goods. Not to Get Cash. 

One of the Strongest Lines to Be Found. 

Our Best Advertisement is Never Printed. 

Our Shakespearean Department — "A Midsummer Night's 
Dream" — Our Shirt Waists. 

Our Ambition is to Sell More Than Others, and We Know 
That Means to Sell Cheaper Than Others. 

Our Motto — Purity and Accuracy. 

Our Low Prices Are Loud Talkers. 

Odd Sale of Odd Ends at Odd Prices. 

Our Semi-Annual Clearing Sale. 

(Tnly the Best is Good Enough. 

On Sale Saturday, Only -^c Yard. 

Our Gaurantee, Nothing Better. 

Our Ilest Customers Like These. 

One Pair Makes You a Friend. 



Plenty of Style, Service and Fit. 

Perfect Service Promptly Rendered. 

Painting the Lilly and Improving the Waterman Seed ! 
Equally Absurd. 

Price Making on a Rare Scale of Lowness. 

Plumpest Values Are Here. 

Prices That Surprise — Values That Tell. 

Perpendicular Truths — Horizontal Prices. 

Profits Pared from all Prices. 

Prices Shaved Doesn't Always Mean Money Saved. 

Particular Purchasers Find Profitable Picking in 
Stocks. 

Perfect in Construction. Superioi- in Fini.sh. 

Perfect in Comfort, Style and Fit. 

Promptness in Buying Will Secure This Bargain for 

Prices Cut in Two. 

Pleases the Mind, Warms the Body. 

Peace on Earth — Light Prices to All. 

Popular Prices Win Popular Favor. 

Prices That Tell — Goods That Sell. 

Pure, Sure, Sells, Satisfies. 

Pre-Eminence in Bargain Giving. 

Price Counts Wherever Money is Counted. 

Profit, Cost and Loss All Join Hands Now. 

Practical Gift Suggestions. 

Prices Lowest, Quality Best. 

Prices Are Pleasing in Their Smallness. 

Prices That Argue Stronger Than Words, 

Prepare for the Worst by Getting the Best. 



Patterns That Please at Prices That Please. 

Prices That Sparkle on Bright Bargains. 

People Pleasing Presents, Per Pulverized Prices.' 

Popular Prices Mean Right Prices. 

Peppered Bargains and Salted Prices. 

Photographs Must Be Paid for in Advance. 

Plain and Fancy Cakes to Order. 

Positively No Credit. 

Please Don't Ask for Credit. 

Pianos Tuned and Repaired. 

Plainly Practical and Practically Pleasing. 

Pay Big Dividends in Satisfaction. 

Prices as Hard to Match as the Goods. 

Paltry Prices Paid for Pondrous Purchase. 

Prices go to Pieces, but Qaulity Remains Firm. 

Painful Pauses in Prosperity Have Compelled Us to Make 
Special Prices on All Stock. 

Prices Will Never Satisfy Uirtil Quality Has Set the Mind 
at Ease. 

Powerful, Peerless, Defiance, Demonstration. 

Pretty as a Picture. 

Positive Proof of Excellence. 

Pay for What You Get and Get TS^hat You Pay for. 

People Appreciate Our Push. 

Prices That Make It an Object. 

Pretty Pictures Create Pretty Thoughts. 

Poor Goods Spoil the Temper. 

Prices and Promptne.ss Are Features of Which We Boast. 

Perfect Plumbing Means Health in the Summer, Peace of 
Mind in the Winter and Satisfaction All the Time. 

Price is the Thermometer of Values. 



Prosperity Follows Thrift. 

Passing- Goods to the Public. 

Pays in Money — Pays in Satisfaction. 

Price and Qaulity Yoked. 

People of Any Color Treated White. 

Prices in Themselves Are Not Conclusive. 

Particular Proofs in These Prices. 

Positively the best Value Offered for the Money. 

Proven Itself to Be the Best. 

Q 

Quality is a Consideration Demanded by the Careful Buyer. 

Quality the True Test of Cheapness. 

Quality Pleases— rPrices Sell. 

Quality and Price Surpassed by None. 

Quality Tells the Story of a True Bargain. 

Quality Costs, but It's the Surest Guaranty. 

Quality is Remembered Long After Price is Forgotten. 

Quality and Style Prove the Bargain. 

"Quality" is the Password. 

Quality is Everything. 

Quality the Highest; Prices the Lowest. 

Quality First, Price Second. 

Quick Sellers, and Why Not? 

Quality, Style, Finish — These Are the Four Cardinal Points 
of Excellence Which Distinguish "Our" Clothing from All 
ethers. 

Quality Equal to the Best Made. 

Qualities That Convince. 

Quality Furniture — The O.ily Kind it Pays to Buy. 



K. 

Royal Examples of Expert Shirt Making. 

Rare Paris Organdies. Rare Patterns. Rare Prices. 

Ready-to-Put-on Suits That Youll Not Be Ready-to-Put- 
Off Till The Last Stitch Gives. 

Removes the Cau.se and Cures the Headache in Five 
Minutes. 

Rare and Beautiful. 

Real Merit and Real Economy. 

Returns at This Store Mean That Customers Return. 

Recognize the Rea Service and Positive Economies of This 
Store. 

Remnants: Fine Quality. Exquisite Patterns — See the Bar- 
gain Prices. 

Rainy Days Ahead 1 Dry Weather Price on These Um- 
brellas. $1. 

Rugs Are Growing in Favor Tear by Year. 

Right Prices and Up-to-Date Goods. 

Recognized as the Standard. 

Rapid Selling Keeps the Stock Clean. 

Rare Values, if You Want Them. 

Really Remarkable Remnant Sales. 

Reasonable and Seasonable. 

Ransom! Who Will Pay the Ransom on These Articles? 

Repairing WTiile You Wait. 

Recollections of Long Life Do Not Recall Anything Similar 
to Our Great Sale of 



Rush of Business from a Whirlwind of Bargains. 
Run Regularly, Fit Finely, Wear Well. 
Retail Selling- at Wholesale Prices. 
Rightness First. Profit Afterward. 



Rare Because of Style — Exceptional Because of Price. 
Radical Revolution in Retailing — Revolutionizing the 
Regular Rates. 

Ready-Made, but Custom Goodness. 
Remnants at Less Than Remnant Prices. 
Real Worth for the Tired Pocketbook. 
Read Our Ads For the Latest Fads. 
Real Economy Dwells in Real Quality. 

S. 

Surprise You — Only 60c Yard. 

Selection Never Larger or More Attractive. 

Stop a Moment and Consider the Money Advantage Wa 
Offer. 

Special Day of Waist Remnants. 

Some New Propositions for You This Week. 

Several Reasons Why You Should Buy Your Neckwear 
Here. 

Sharp Talks on Cutting Subjects. We Carry a Splendid 
Line of Cutlery. 

Some at a Fourth, Some at a Third, Some at a Half. 

Strong Shoes for Sturdy Boys. 

Seasonable Suggestions for Correct Dressers. 

Stye, Quality, Price — Right. 

Such Sales Are Seldom Seen. 

Summer Things it Will Be Economy to Buy. 

Selected from the Most Beautiful. 

Solving the Provlem of Daily Need. 

Shoe Prices with Quality That Compel You Attention. 

Settle All Doubt by Examining the Goods. They Speak 
Stronger Than 'We Can. 



Some Live Wire Prices for This Week. 

See Ours First or Last, but See Them. 

Selling Carnival, Purchasing Jubilee. 

Storm Slippers! Where'er It Rains It Reigns Supreme. 

School Outfitting Claims Attention Now. 
dergarten in Price. 

Selling for 1-3 the Price Asked for Similar Goods. 

Straightforward Statements. 

Summer Fancies in the Latest and Prettiest Styles. 

Strong Talk, but We've Got the Garments to Back It Up. 

Same Snap and Style as Some High Priced Shoes. 

Springy Shoes for Spring and Summer. 

Sooner Have Our Low Price or High Quality? Get Both in 
These Garments. 

Silks of Summer Brilliance and Autumn Brightness. 

Sensible Summer Suitings Superbly Tailored. 

Storm Rubbers — Cheapest Cough Medicine You Can Buy. 

Spring Goods "Blossom" This Week. 

Styles Were Never More Charming, Nor Prices So Tempt- 
ing. 

STOP THAT COUGH! It Means a Coffin. Try Our 20th 
Century Cough Syrup, Only 2 5 c. 

Sold by the' Sheriff! Bought by Us. You're Next. 

Save a Few Dollars at Our Expense. 

Shake Hands with Opportunity While It is Here. 

Shoes That We Keep are the Kind to Wear. 

Star Attractions to Guide You to the Great Removal Salt. 

Saves Money. Saves Time, Saves Worry. 

Style Make Trade — Quality Holds It. 

Shoes for Sunshine or Rain. 

"Soid Comfort" Written All Over Them. 



83 



Some Garments Are Guesses — These Are Results 

Spring Styles Now Ready for Inspection. 

Suitable for 'Round the House Wear. 

Shoes — This Style — The Road to Health. 

Strength, Purity and Fragrance. 

Simple in Construction — Always Ready. 

Satisfy Yourself of Its Superior Merits. 

Summer Time Bargains. 

SOMETHING — "A Little Different." 

Spring Suits Made Right. Material Right. Style Right — 
These 3 Rights Cannot Disappoint. 

Something Novel in Design. Beautiful in Coloring. 

Special Values in Strictly High Grade Garments. 

Sure-to-Please Selections. 

"Spoils from Every Clime" Are Congregated Here. 

Sightly! Worn Nightly, Made Rightly, Priced Slightly 
(Men's Night Shirts.) 

Suits Fit for a Prince at Prices Almost Within Reach of a 
Pauper. 

Sizes Broken in Some Lots, but Enough Left to Make Your 
Choice Easy and Profitable. 

Start Right and the End is in Sight. 

Satisfaction is a Silent Salesman. 

Sharp Eyes Find Big Savings. 

Small Economies Build the Bank Account. 

Shapes That Satisfy. 

Strong in Bargain Richness. 

Second-Hand Goods Bought and Sold. 

Striking Money-Savers. 

Satisfaction the Prime Factor. 

Statement of Facts — Not Ghost Stories. 



Spring Means That Nature is Renewing Herself. Why Not 
Renew Your Apparel. 

Spot-Touching Excellence. 

Styles That Are Becoming and Snappy. 

Stern Necessity Makes Rare Opportunity. 

Satisfaction Brings Business. 

Small Savings Make Large Fortunes. 

Same Old Loaf at the Same Old Price. 

Sizzlings Offerings at Cooling Prices. 

Showers of Gold Would Be Worthless If it Was Not for the 
Things Gold Will Buy. 

Suit You'.' Will Suit Anybody. 

Selling You We Sell All Your Friends. 

Seasonable Clothing Means Continued Health. 

Selling Poor Goods is a Lie — Goods Should Be Good — 
Ours Are. 

Short Prices for People a Little Shorter. 

Some of i)ur Jewelry Will Do More to Make a Happy Year 
for You and Your Friends Than Anything You Can Buy. 

Small Profits and Quick Sales. 

Stop! Look at Our Bargains. 

Summer Goods at a Sacrifice. 

Slight the Littles and Spoil the Whole. 

Stick a Pin Into the Fact. 

Something Others Haven't. 

Slot Machines Outdone — Our Plan Did It. 

Store Attractions Multiply. 

Service Long After the Price is Forgotten. 

Spot Cash Will Get Greater Bargains Than Twenty Prom- 
ises to Pay. 

Styles to Suit All Occasions. 



strong Reinforcements of Style, Grace and Foot-Ease. 
Superb Selection of Easter Dry Goods. 
Sleet-Proof — Snow-Proof — Rain-Proof Coats, 



The Store That Never Disappoints. 

Taste, Quality and Price Recommend These. 

Telephone Us for What You Forget. 

There Are Other Stores Besides, but Not Beyond Us. 

The Foundation of a Comfortable Home Are Carpets and 
Rugs. 

The Reduced Prices on These Challies Will Enable Tou to 
Reduce Your Temperature. 

The Tip Top of Style for Half a Dollar. 

Take Your Pick While the Picking is Good. 

The Home of New Ideas and Honest Values. 

The Prices Are Shocking Lok, Quality Considered. 

This is Not a Dumping Place for the Mistakes of the 
Wholesale Trade. 

They're Wonders of the Tailor's Art — So Shaped and Built 
Up That They Almost Stand Alone. 

The Apparel Off Proclaims the Man. 

Talk with Us on Any Doubtful Point. 

Trouser Protection. We Protect You Against Bad Fit, 
Bad Fabric, Bad Style. Bad Wear. 

Time to Think of Hammocks — It's More Than That — It's 
Time to Buy Them, 

Tailored Correctly and Fit Perfectly. 

This Isn't a "Job-Lot" of Neckwear, but an Overplus of 
Fine Scarfs, Which Must Vacate the Shelves to Make Way for 
Early Spring Arrivals. 

Tailor-Made Suits from Abroad. 



There Are Two Kinds of Roasted Coffee. The Kind You 
Do Want — We Buy It — We Roast It — We Sell It at 40c a 
Pound. 

This Class of Clothing We Handle Exclusively 

The Only Scientific Footwear. 

To Sell Well is to Suit the Customer. 

To Be Ahead and to Keep Ahead is Our Aim. 

This Store is the Customer's Liberty Hall. 

The Buyer Ought Not to Give Us His Money Until We 
Suit Him. 

There is Pleasure in Catering to Your Most Exacting 
Wants. 

The Clerks Here Are Your Servants. 

To Please You is to Profit by You. 

To Lead in Every Line First is Our Ambition. 

To Have You Leave Dissatisfied it to Leave Us More Dis- 
satisfied. 

Take Them While They last. 

Take Your Choice from This Choice Lot. 

The Price is Higher, but They Are Nicer Than Ever. 

The Early Buyer Gets the Choice. 

The Best Materials Put Together by People Who Know 

How. 

The Best and Most Popular. 

The Fine Points of Profit Broken Off. 

The Theme of the Hour — The Pad of the Day. 

That Indefinable and Indispensible Thing Called Style. 

Taking Advantage of the Best is Your Duty. 

There Isn't a Good Kitchen Utensil Missing from the 
Stock; There Isn't a Poor One Here. 

The Severest Critics Can Find No Fault with Our Work. 



This Co;it Doesn't "Hike" Up at the Collar — It's Made 
Right. 

The Vanity is Here for You to Choose From. 

The Key to Wealth is Right Buying: the Key to Health is 
Good Shoe.s. 

This Business Didn't Grow by Chance. 

The Goods and Prices Have Done Most. 

There Are Reasons Why You Should Become Acquainted 
with Our Clothes. 

The "Father of His Country" Would Have Been Glad to 
Buy Children's Clothing at These Prices. 

This Winsome Ware Reflects Refined Taste. 

There Are Spring Openings Here Every Day. 

Talking About Strikes. How Do These Prices Strike You? 

There's No Best in Town if It's Not Found Here. 

Timely, Clever and Correct Cravats — 50c. 

The Tailoring in This Clothing is What Talks. 

The New Customers We Surprise — The Old Ones We De- 
light. 

The Worm May Turn, but the Color in These Silks Will 
Not. 

Tailored to Always Look Like Newly Made Garments. 

The Kxcellence of These Goods is Their Best Advertise- 
ments. 

They Look Well Here, but How Much Better You Would 
Look in Them. 

The Store That's Making a Record. 

These for Money and Others Too Numerous to Mention. 

All Right or They Wouldn't Be Here. 

The Only Skimping is in the Price. 

The Kick of a Boy or the Skip of a Girl is Provided for in 
Our School Shoes. 



The September Sale Brings Economy. 
Take Advantage While the Advantage is Here to Take. 
The Maximum of Value for the Minimum of Cost. 
The Cool Calculating Man Provides Himself with a Fall 
Overcoat. 

'Tis Better to Have These Goods Than Money. 

The Dresses of the Night — Night Gowns. .."JOc Each. 

Thanksgiving is Every Day in the Year with Us. 

These Bargains Give Profit to Both Buyer and Seller. 

The Best is Always the Most Economical. 

They Are Original and Have Never Been Equaled. 

The Perfect Shoe for Women. 

This is What You Want. 

The Greatest Real Bargain in the Shoe Line This Season. 

They Fit the Feet as Nature Intended. 

They Are Superior to All Others. 

Throw Off the Terrible Tyranny of Aching, Burning Feet. 

They Will Speak for Themselves. 

The Christmas Goods Makes You Feel Like Giving. 

Thoughts for the Thrifty. 

Those Who Know Say These Are Right. 

The Best That's Made, or the Cheapest That's Good. 

The Best Yet; See Them. 

Try One; We Know the Verdict. 

The Keynote of Our "Busy"ness. 

The First Choice is the Best Choice. 

This Store is Yours, to the Extent of Your Desires. 

The Last Days of the Year and What We Have to Offer. 

The Loss is Little, but the Bargains Are Big. 

The Key of Wealth is Right Buying. 



The l.Inrgin is so Small That it Doesn't Touch the Value at 
All. 

The Luxury of the Best at the Cost of the Cheapest. 

The Key to the Situation. 

Those Who Read and Act Will Profit. 

Today's Thoughts for Busy People. 

The Most Value for the Least Money. 

Truth-Telling Advertising. 

The Best and How to Get It. 

The Best Goods at Any Price. 

Trade Incidents to Save Your Cash. 

They Are Exclusive, but the Prices Are Very Reasonable. 

The Wise Man Wants to Look Well. Our Suits Will Help 
Him. 

The Best and Purest Toilet Articles and Perfumes. 

This Store Has No Baits, No Trash — But Quality and 
Variety. 

That Boy Will Find His Match in Our School Shoes. 

There is a Superior Grace and Character to Our Tailor- 
Made Suits. 

These Are All "Made to Order" Garment.s — New, Excellent 
Values. 

Toilet Articles, Mounted and Unmounted in Sterling. 

The First of the Season — Nice, Big Pat Oysters. 

Top Coats at Bottom Prices. 

The Economy of Luxury. 

The Skyrocket of Bargains. 

The Safest Kind of an Investment. 

Try Us Once and U Will Call Again. 

The Best Suspender in the City. 

This is the Store to Get the Full Value of Your Money. 



Ties Which Please Correct Dressers. 
The Clock Ticks; We Don't. 
The Highway of Great Bargain.?. 

The Poor Boy's Progress is Largely a Question of Appear- 
ance. 

"The Tempest" — In our Other Stores, Due to Our Prices. 

Timely Tips for Bargain Hunters. 

The American Idea — Get the Best for the Least Money. 
Easily Realized Here. 

The Power of Money Demonstrated. 
The Art Student Enjoys a Treat in Examining Our Pattern 
Hats. 

The Temple of Fashion — The House of Elegance. 

These "Just-So" Shirt Waists. 

The Home of Low Prices. 

To Have and to Hold Your Business is Our Greatest 
Desire. 

The March of Progress Finds Us Keeping Time as Usual. 

There's No Money in Politics Save for the Pew, but in Our 
Great Bargains There's Money for You. 

The Fourth is Away Off, but We'll Fire a Gun. 

There is a Point Where Cheapness Ceases to Be Economy. 

Turning Shoes Into Cash. 

The Perfect Picture of You — Our Photographs. That's 
the Word — Perfection. 

Talk, Straight from the Shoulder. 

Take a Single Squint at These Hints. 

The A B C of Successful Merchandising. 

The "Whip Hand." We Are Driving Our Stock. 

The Greatest Luxury a Gentleman Can Enjoy is Comfort. 

Their Economy is Tlieir Wearing Quality. 



87 



The Sun of Commerce Casts a Shadow Which Has a Bad 
Effect on Inferior Goods. 

The Best Advertiser, the Most Patronized, the Least Criti- 
cised, and the Most Eulogized. 

The Sun of a New Prosperity is Rising Over the Hilltops 
of Discontent. 

Taste and Ability Make Our Work the Best. 

The Hope of the Rich, the Joy of the Middle Classes, a 
Blessing to the Poor. 

The Goods Create the Demand. 

Truth Needs No Trumpets. 

Taste for the Beautiful Makes You Appreciate These. 

The Winds of Competition Only Makes Our Trade Soar 
the Higher. 

Teeth Are What You Make Them. 

The Gospel of Truth and Low Prices. 

The Purchaser — His Privileges and Prerogatives. 

The Test of Goods i.^ Their Worth — Not Their Selling 
Price. 

To Have Been First Proves Antiquity — To Have Become 
First Proves Merit. 

The Price Leans Your Way. 

The Key-Note of the Season's Styles. 

To Be Sure It's Warm, but Here's a Remedy. 

These Goods Make the Prices Look Small. 

The Power of Price is the Daylight of Truth. 

The Best Friend You Have is Waiting For You. 

Trouble is Brewing: for Merchants Who Do Not Read 
Aright the Signs of the Times. 

Think Before You Buy. and Then You'll Buy. 

The Fire is Not Yet Out in Our Great Reduction Sale. 



The Goods and the Prices Don't Balance. The Prices Are 
on the Low Side of the Scale. 

The Comfortable, Fitable, Wearable Kind. 

The Best Staples and the Prettiest of Fancies.. 

There Are Imitations, but Not Rivals. 

There is More in the Suits Than Material and Stitches. 

The Almighty Dollar Rules the World These Hard Times. 

The Man of Taste Never Allows His Ta.ste to Fall Short of 
His Shoes. 

Thoroughly Washed of Profit — Put Through the Bargain 
Wringer. 

Time is Precious — So is Truth. 

The Human Race is but a Contest for Dollars. 

They Look Delicate, but Have Wearing Qualities. 

These Prices Are Peerless. 

Thin Things for Torrid Times. 

Touched with Temptingness. 

There Are Others — These Are the Best. 

To Give Gracefully, Select Thoughtfully. 

The More You Spend the More You Save. 

These Prices Keep Us Busy. 

The Slickest Wheel That Whirls. 

Trimmed Hats at Trimmed Prices. 

The One Good Thing for You. 

The Quality Makes the "Value. 

The Difference Should be Worth a "Whole Lot." 

The Busier We Get the Brighter Our Ideas Grow. 

True Economy, Because They Last. 

The More You Buy the More Mtiney Saved. 

Time to Turn Over a New Leaf — Plenty of Them in These 
Memorandum Books. 
88 



r. 

Under-Priced Because Over-Stocked. 
United Satisfaction to Our Customers and Ourselves. 
Up-to-Date Footwear. 

Up-to-Date Slioes Costs No More Tlian You Pay for the 
Ordinary Kind Elsewliere. 
Unsurpassed in Finisli. 

Up to Our Standard — Down to Your Price. 
Unmatclied Prices on Matchless Goods. 
Umbrellas Re-Covered and Re-Paired. 
Unexcelled in Construction, Materials Used and Finish. 
Useful Articles for Substantial Holiday Gifts. 
Unwrinkled Surface and Trim Fit. 

V. 

Varied and Beautiful. 

Values That Are Revelations. 

Valentines That Touch the Heart Deeply, but the Purse 
Lightly. 

Values That Will Make You Glad. 

Very Best for the Very Least. 

Value Measured by Quality — Price Measured by Necessity. 

Volume of Business. Nor Largre Margins, Makes These 
Possible. 

Values That Thrill the Bargain-Hunter. 

\\. 

When You Buy This Shirt for a Dollar Your Money is Not 
Spent — It is Invested. 

We Can't Dodge Facts — And You Won't; Here's Dollar 
Savings for the Neat Dresser. 



We Underbuy and Undersell. 

We Have Been Looking for You — Now Listen. 

Weekly Bargain Counter. 

We're so Par Ahead That We're Lonesome. 

Weekly Specials — They Go Fast. 

We Sell the Best Pianos Money Will Buy. 

We're Not Selling Out; We're Outselling. 

We Are Always on the Alert. 

What Your Dollar Will Buy. 

We're Waiting to Wait on You. 

We'll Take 'Em Back if You Say So. 

We Carry a Stock to Please You. 

We Are Ready for Fall. Are You? 

What You Want and the Right Price for It. 

We Know How and Do as Well as We Know. 

We Please You When Pleasing is Possible. 

We're Never Outdone. 

Worth Makes the Bargain. 

When in Doubt, See Our Stock. 

We Give You All the Value Possible. 

We Lose on These, but We Gain Your Favor. 

We Like Best to Have You Find What You Like. 

We Give You Values That Give You Pleasure. 

Wedding Suggestions! Our Stock is a Collection of Pleas- 
ing Suggestions. 

We Need Money — If You Need Clothing Now is the Chance 
to Get Bargains. 

We Make Prices That Make Friends. 

We'll Do You Good — Won't You Let Us Try. 

We'll Tell You of a Better, if There is On~. 



We Never Fail to Please Those Who Want the Best. 

We Save Tou Money. 

We Are Always Ready — Are You? 

We Were Lucky in Buying — So Will You Be. 

We Never Disappoint. 

We've Bought the Best Again. 

We Give Advice When Requested, and Then Cheerfully. 

Wear Longest and Look Best. 

What We Say is What We Mean. 

Well, What Do You Think of This? 

We Give Your Meals a Touch of Elegance Through Our 
Offerings. 

What We Sell in Clothing You May Depend on. 

We Have the Power to Make the Prices, nad We Make the 
Price a Power. 

We Want You to Take a Look. 

We Think You Are More Interested in Wliat You Buy 
Than Where You Buy. 

We Don't Think "Something Else is Just as Good" as the 
Thing You Call For. 

We Cannot Profit Unless We Please. 

We Have Nothing for Sale That is Cheap — But Anything 
That is Good at Fair Prices. 

What Will the Harvest Be Unless You Reap of Our Bar- 
gains? 

We Solicit Your Trade, but Don't Want It Without Honor. 

We Are Compelled to Ask 12 l-2c for This Hosiery. 

We May Sometimes Fail to Satisfy the Hard-to-Please 
Customer in Prices, but Never in the Quality of Our Goods. 

We Guarantee Satisfaction, Because the Goods Are Right. 

What is Ecme Without a Good Bed. 



We Ought to Charge More for These for They Are Good 
Enough to Stand It. 

We're Elected to Serve the People — Been in Office 10 
Years. 

Why Don't You Have a Talk With Us About Clothes. 

Where Intelligent Buying Brings About Success. 

We're Out-Talked Often — Outdone Never. 

We Can Make it Warm for You if You Need Blankets. 

We Cater to No Particular Class, but Welcome and Pro- 
vide for All. 

Walking Advertisements Are the Well-Dressed Men Who 
Wear Our Perfect Fitting Clothing. 

What You Waste at Some Stores Would Go a Long Way 
Here. 

We Plan Largely, We Select Carefully, We Buy at Low 
Prices — And You Shall Do Likewise. 

We Always Sell You More Value for Cash Than Others Do 
for Credit. 

We Get Bargains for Cash That Credit Never Sees. 

We'll Take Care of Your Prescription. 

We Get Trade by Keeping the Best Goods. 

We Do What We Promise and Promise Only What We 
Can Do. 

We Believe That 'Honesty is the Best Policy" Because 
We Have Succeeded and It Has Been Our Only Policy. 

We Originate — Others Imitate. 

We Slice the Price — Not the Quality. 

What We Say is True, What We Do is Legitimate, What 
We Promise is Fulfilled. 

Winter Wraps Not at January Prices. 

We Want to Make Every Day a Busy One. 

We Make Money — You Save Money — at This Price. 



WOMEN FIND OUT THINGS — Any Married Man Will 
Tell You That — And They've Found Out Where Money Brings 
Most Linen Quality. 

We Want You to See Them — We're Sure You'll Like Them. 

We Are After Your Fall Wants. 

Will Always Keep Soft and Pliable. 

We Trust Your Judgment. 

Where Can You Do Better? 

What We Give You for Your Dollar. 

We Have What's Worth Having. 

We'll Sug'gest if You Like. 

When We Say Excellent, You Know We Mean It. 

We Know the Best and Sell the Best. 

We Want Your Opinion — Come and Give It. 

We Want to Prove Our Leadership. 

Will Outwear Any Shoe Made. 

What We Claim to Do We Guarantee. 

We Only Pro-Offer Advice When It is Asked. 

We Covet for Our Goods a Searching Examination. 

We Strive to Have No Vacancies in Our Assortments. 

We Seek Profit When We Buy More Than When We Sell. 

WTien in Doubt Don't Buy — Wait. 

We Seek A-ny Customer's Suggestions. 

We Can't Aiford to Sell at High Prices. 

We Shall Be Here a Good Many Tomorrows. 

We Cannot Make Money Here if You Don't. 

We Trade so That You Can Tell of Your Bargains. 



We Have Several Prices to Fit Several Values. 

We Are Pleased When You Go to Other Stores First. 

We Don't Know Everything and We Ask Your Criticism. 

We Like to Have Our Store the Customer's Club-House. 

What the Most Careful Customer Demands We Try to 
Supply. 

We Buy so That We Can Sell, and Sell so That We Can Sell 
Again. 

When Buying Buy for Prosperity. 

We Carry the Finest Line of Goods to Be Obtained. 

We Look for Patronage to Those Who Appreciate Honest 
Value in Clothing. 

We Make a Specialty of. Ordered Work. 

When You Buy of Me You Save Money. 

Will Last a Life Time and Cannot Get Out of Order. 

Why Wait Till the Weather "Must" ? There's a Heay 'O 
Comfort in Knowing You're Ready. 

We Give All That the Tailor Gives and Take One-Half of 
What He Takes. 

White Waistcoats are Like Collars — You Can't Have Too 
Many of Them. 

We Complain Because Some of Our Customers and Friends 
Don't Complain When They Have Reason or Only Think 
They Have. 

Wonderful Opportunities Among the Remnants. 

We Stand on the Foundation Stone of Style, Quality and 
Price. 



We Have Knocked Prices Topsy-Turvy. 

We Have Trunks That Will Laugh at Any Baggage Man. 

We Expend Values and Condense Prices. 

We Don't Promise the Earth for a Nickle. 

We Are Here to Think of Your Interests. 

What You Buy Thoughtlessly We Buy Back. 

We Couldn't Afford to Give You a Bad Bargain. 

Women's Summer Wants in Neckwear. 

Will Suit You Precisely on Summer Underwear. 

Will Suit You Precisely on Summer Silks. 

We Shelter You Prom the Sun and Storm at Prices That 
Touch You Easy — Parasols. 

We Need Not Quote the Actual Value. They Speak for 
Themselves at 25 Cent.s. 

WTien You Put Your Foot in This Shoe Your Shoe Troubles 
Are Ended. 

We Have Built Up a Great Reputation for Giving a Dol- 
lar's Worth for a Dollar. 

We Sell Only Goods That Are Worth Buying. 

We Wish to Sell You Only What You Wish to Buy. 

We Have All the Novelties — Without the Fancy Prices. 

We Indorse the Goods When We Sell Them In Our Store. 

We Aim to Make Our Store First in the Hearts of Our 
Countrywomen. 

We Try to Avoid Making Mistakes, but Never to Avoid 
Righting Them. 

We Want Pleased Patrons — The Kind That Stay. 



We Do Everything to Sell Our Goods Except to Misrepre- 
sent Them. 

We Are Always Anxious to Make Amends for Any Mistakes 
That You or We May Make. 

We Care for the Quality; You Care for the Price. 

Where Empty Pocketbooks Hold Carnival. 

We Are Tooting Our Horn — Each Toot is New. 

Wealth May Be Sordid, but Most of Us Would Be Happy to 
Get a Little of It. 

We'll Help You Buy Yourself Rich. 

We Know Our Stock and Are Proud of it. 

We Appeal to Your Fondness and Satisfy Your Pride. 

We Give Facts and Name the Prices — No Time for Fool- 
ishness. 

We're Surprised at These Prices Ourselves. 

We Don't Make to Order, but We Make to Fit. 

Why Are We Like Charity? The Answer is Easy. Charity 
Never Faileth. Neither Do We. 

We Maintain The Right Standard. 

We Are Fishing for Your Patronage and the Bait We Are 
Using is High Values. 

What Benefits You Benefits Us. 

Well-Made Goods for Critical Buyers. 

Whole Values at Broken Prices. 

We Sell from the Earner's Standpoint. 

We Fill the Gap Quick and Right. 

We Keep the Prices Down and Beauty Up. 



We Sooth Rough Edges of Collars and Cuffs. 

We Put You on the Top by Selling You at the Bottom. 

We Create Ideas — Never Follow Others. 

When the Fox Said the Grapes Were Sour He Fooled No 
One. 

We Bow Low to the Degree of Necessity. 

Wisdom Applied to Practice is Called Prudence. 

We Keep All Grades, but the Lowest Quality Starts at Good 
and Goes on Up. 

We're Humming with Business. 

We Keep the Best of Everything. 

Walk in and Examine Our Goods. 

We Warrant Our Goods. 

Winter Goods at a Sacrifice. 

We Keep Fine Stationery. 

We Sell for Cash Only. 

We Defy Competition. 

We Study to Please. 

Wheels Bought, Sold and Exchanged. 

Warm Meals at All Hours. 

We Furnish Plans and Specifications. 

We Fit Hats to the Style of the Person. 

We Can Beat Noise in Drawing Custom by the Simple and 
Quiet Attractiveness of Honest Goods at Honest Prices. 

We Are Not the Only Breaker on the Beach. 

\ye Don't Propose to Work on Your Immagination by 
Glowing adjectives and Gush. 



When Your Ship Comes in iVIay Be Years. Right Now, 
Though, is Y'our Chance. 

What Y'ou Like Best is What We Sell You. 

We Don't Follow the Leaders; We Lead the Followers. 

We Mean Business and We Intend to Have Lots of it. 

When We Hear a Cry for Help We Extend a Helping 
Hand. 

We Waste no Time in Useless Blows, but Strike the Nail 
and in it Goes. 

We Give Les.sons in Right Buying by Examples in Low 
Selling. 

We Sell Clocks and Watches That Are Right at the Prices 
That Are Riglit. 

Worthy Things That Look Well. 
We've Prepared for the Holidays. 

We Cannot Do More — Y'ou Should Not Do Less Than 
Try It. 

We Offer You Something Better Than Anyone Else for the 
Same Money. ■ 

We Excell as Well as Undersell. 

We Are Building Business — That is to Grow with Your 
Approval. 

Words Are Word.s — But We Offer More. 

What to Wear; What to Use for Dress Trimmings. 

What is Most Desirable in Shoes'.' — Easy Feet — You'll 
Find Them Here. 



We Guarantee Everything: We Miike. 

We Don't Give the Most, We Give the Best. 

We Multiply Your Pleasures. 

Warm Wollens for Winter Weather. 

Wet Weather Winter Women's Wear. 

When You Think ot You Think of Us. 

We Make Tliem Risjht— We Price Them Risht. 
Wliy Ii.> You Pay Two Prolits When One Will Do? 



Your Jvulsment Will Toll You at a Clanre — Extraordinary 
Values, 

Your Fall Suit is Here. 

You Can Thank the Weather for These Bargain Chances. 

Your Income is of Less Importance Than What You Save. 

You'll Applaud Our Efforts. 

Your Fancy and How We Satisfy It. 

You Can Go Farther, but Can't Do Any Better. 

You'll Enjoy Giving at These Prices. 

You Can Buy More When We Sell for Sess. 

You'll Never Be Displeased with the Chances Offered Here. 

You Don't Get the Best if You Don't Purchase Here. 

Y'ou Might Get Cheaper Ones, but They Couldn't Be as 
Good. 

Y'ou Save Time and Labor by Its Use. 

You Can't Go Wrong Buying Here Because We Buy Right. 

You'll Find What Y'ou Want Here at Saving Prices. 



Yo\ir Loss; If You Don't Buy It Now. Our Profit; We 
Will (let a Higher Price for it Tomorrow. 

You'll Never Lose Your Job if You Depend on This Alarm 
Clock — $1.50. 

You'll See Two Good Points When Examining These Laces 
— The Material and the Price. 

You Will Get "the Proper Light on the Subject," if You 
Use This Lamp- 

You Needn't Inquire Concerning Our Bargains. They 
Spealc for Themselves. 

You May Find as Good Shoes Elsewhere, hvit You Will 
Pay More. 

You Are Welcome Here. 

You Are the Judge, Also the Jury. 

You May Pay More — You Can't Get Better Value. 

You'll Elect Us for Bargains. 

Y'ou'll Be Sure of the Quality. 

You'll Never Forget How Nice They Are. 

You'll Be Well Dressed if We Furnish the Things. 

You Can Have Our Best Advise When You Ask for It. 

Y'ou May Be Sure they Are the Best Made. 

Your Attendance is Respectfully Requested — You Will Be 
More Than Paid. 

You Will Be Money Ahead by Doing It. 

You Never Faced Such Out-and-Out Sacrificing as This. 

You Get the Values, We Get the Business. 

Your Coming Merely to Look Pleases Us. 

You Don't Wait Here — You're Waited Upon. 



94 



Your ••Good-By" Means a Return of Buy and Buy. You Have Horse Sense, Then Don't Be a Donkey 

You Can Do Sharp Trading in Cutlery Here. You Can Have More Riches by Practicing Less False 

You'll Make No Mistake in Following the Crowd. Economy. 

You Don't Want Wheels Within Wheels: Get a Strong You Can't Afford to Pay Even a Few Odd Cents if the Ex- 

penditure is Useless. 
You Have the Conflden(,'0, We Have the Goods— Let's Your Approval is Our Ambition. 



Trade. 



Your Position nnd Ours is a Mutual One. 




ESTABLISHED 1895 



N^ V^ 




The Thompson School 
of Lettering 

Headquarters for 

Shoiv Card Writers' Supplies 
Instruction, Etc. 



T'p-tii-date scientific instruction by 



lail. 



My complete course of instruction has constantly grown 
in patronage and public favor, and is now recognized as the 
FOUNTAIN HEAD for practical lessons in high grade show- 
card lettering and designing. 

Up-to-date ideas, and quick methods that will eminently 
tit you for the best and most desirable positions. 

NO TIME LIMIT. I am personally interested in the suc- 
cess of all students, and I have the most complete equipment 
in .\merica for successfully teaching the art by correspon- 
dence. 

If you are interested, write me for further particulars, — 
it will pay yau. 

.-address: W. A. Thompson, Pontiac. Mich. 
i)fi 




>s ^ 




Scientific Instruction by man. 



I teach up-to-date lettering from the rudiments of a plain 
letter to a large variety of elaborate work, embracing many 
styles of show card alphabets, neat and prominent figures, 
ornamental dashes, borders, scrolls, flowers, leaves, branches 
and backgrounds in detail for special card effects. 

There is no uncertainty in my knowledge as to what is re- 
quired to make an expert and successful Show Card Writer. 
The main thing that I want to impress upon you is that I 
have a better course of instruction for less money than any 
other school in America. It is natural that it should be so; 
I do nothing else, and I have the most complete equipment in 
the United States for successfully teaching by mail. In my 
New and Improved course of instruction, I teach practical 
show card lettering from start to finish, correct student's 
work during the entire course and furnish neat show card 
copies — fresh hand work — for students practice outside of 
the lessons and alphabets. Tliis latter feature i.s original 



Hitli me and is offered by no other school. My students are 
enthusiastic with the lessons, they receive solid practical in- 
struction in high class work with special outlines in detail 
adapted to their needs. Whether 100 or 3.000 miles away, 
the same service, the same satisfaction, the same personal 
attention is yours. 

The time may be arranged between lessons to suit the con- 
venience of the student. If you are a beginner do not hesitate 
on that account, for I give special attention to those who have 
never made a start at card-sign lettering before. It is not 
an uncommon thing to see the very poorest letterer at the 
beginning become a genuine expert before completing the 
course. I have successful students in almost every state in 
the Union, and many in Foreign Countries, who are enthus- 
iastic with the lessons and excel in high class work. 

Write for prospectus. 

Address: W. A. Thompson, Pontiac, Mich. 



Students 



who would rather pay tuition fee for complete course on the 
installment plan can make very .satisfactory arrangements 
by writing to me at once. 



Marking and Shading Pen Supplies 



SHADING I'KXS. 

a Sliadod Mark of Two Colors at a Single Stroke of 
the Pen. 

Price. 



Size. 



1-16 


inch wide 


20 


1-S 




20 


3-16 




20 


1-4 




. 20 


3-8 




20 


1-2 




20 


3-4 




25 


7-S 




25 



20 cents each post paid 



PLAIN PENS. 

I'Vn' Making Back Ground Tints, Etc 

1-16 inch wide 20 cents eai 

1-S 

20 



3-16 

1-4 

3-S 

1-2 

3-4 

7-S 



MARKING PENS. 
Make a Solid, Plain Mark. Full Strength of Color. 

1-32 inch wide 20 cents each post paid 



1-S 


20 


3-16 


20 


1-4 


20 


3-S 


20 


1-2 


20 



MAHKING AND SH.XDING PEN INKS. 

Einest Quality. 

Black 25 cents per bottle, prepaid 

Blue 25 

Brown 25 

Purple 25 

Red 25 

Green 2 5 

Yellow 25 



Automatic and Marliing Pen Alphabets. 

Clean rut work, fresh from the pen. Bach set, both large 
and small letters. 

Rapid Marking 25 cents postpaid 

German text 25 

Old English 25 

German round hand 25 

Show Card Style 25 



Address: W. A. Thompson, Pontiac. Mich. 




I'l.ITTKUS. 

For sparkling effects. Gold, Silver, Crimson an i Gr^-en, 
pkg:., 15c, post paid. 

Bronzes, any color desired. 1.5c per package, postpaid. 
Diamond Dust, 15c per package, postpaid. . 



The chemicals in this Ink Powder are identical with those 
used to make our Celebrated Shading Inks, which have for 
years been recognized as standard. 

Makes a beautiful glossy ink for ticket writing, show card 
work and ornamental lettering of all kinds. 

Assorted colors — Black, Blue, Brown, Red, Purple, Yellow 
and Green. Full directions for making shading ink. Choice 



THOMPSON'S INK POWDER. 
For Rapid Pen Lettering. 

10c 



per package, postpaid. Six packages, 



50c 



of colors 
postpaid. 

Card writers can save money by using this Ink Powder for 
general pen lettering. 

Price. 10c per package. 



Address: W. A. Thompson. Pcntiac. Mich. 



99 



Window Trimmers' Rapid Pen Lettering Outfit 




COXTKXTS. 

riiicc liroiul lA'ltt'riiii; I'eiis. Suitable sizes for Show Card 

Work. 
Six Packages of Ink Powder, Assorted colors — Black, Red, 

Hrown. Green. Blue and Purple, with full directions for 
making :i Kicli. Glossy, Marking and Shading Ink. 
Two Sets of Alplialiet.s, Lai-ge and Small Letters, with instruc- 
tion Chart and Copies. 
Srt of figures for l^i-ice Ticket."*. 

The two sets of alphabets (Marking and Rapid Show Card 
Style) and lettering chart with extra copies, will be found In- 
teresting and valuable. The chart contains exercises showing 
the construction and principles of capitals and small ietter.s. 
Just the thing for all in every day work, being simple, rapid 
and attractive. The lettering of alphabet sheets and chart 
is hand work in beautiful colors, fresh from the pen, with 
printed instruction helow etxch line. A few minutes' practice 
with this chart will dispel entirely the idea that difficulty 
stands in the way of understanding the art of Rapid Pen 
Lettering with artistic finish. 

The extra copies contain a pleasing and comprehensive 
variety of exercises, so that any per jn writing an ordinary 
hand can make very rapid progress in lettering and duplicate 
the above cards and a large variety of .similar work in a very 
short lime. 

I'Kici: ( <)Mi'i,i:ri:. .sn.oo i'o.sit-au). 

\V. A. Thompson. 

Pontiac, Mich. 



100 




Show Card Writers' Brush Outfit 



Extra Fine Red Sable Brushes 



Silver Plated Ferrules, Polished Handles 

FOUR SIZES— Number 5, 7, 9 and 12. Price. Si 00. Postpaid 

Mail Orders Promptly Filled. Address, 

W. A. THOMPSON, Pontiac, Michigan. 



For general show carcl woik. the above outfit will give entire satisfaction, 
prite that money can buy. 



lest ami most reasonable in 



Lettering Pencils and Brashes 



EXTRA FINE OX HAIR I.ETTERING PENCII.S. 
In silver plated ferrules, with polished handles. Perfect in 
elasticity and ease in lettering. Alternate sizes are recom- 
mended for a good variety of card — sign work. 

No. 1 12 cents each. No. 5 20 cents each. 

No. 2 12 cents each. No. 6 20 cents each. 

No. 3 16 cents each. No. 7 25 cents each. 

No. 4 IS cents each. No. S 25 cents each. 



Ox Hair Brushes. Broad — Flat. 

For Siffn Writers' Use. 



1-4 inch wide. 
1-2 inch wide. 



. 3 cts 
.40 cts 



-4 inch wide. 
1 inch wide. 



'lO cts. each. 
60 cts. each. 



These brushes aie excellent for muslin sign work. 



''Ever Ready'' 

Show Card 
Paint-Ink 

l.iquiii form. Strong. traiisp;uonl. brisht lolors. Abso- 
lute i.uiily siiiiranli'i'ii. I'lU up in bottles and the popular 
liall Hros. Mason i|uarl and pint jars. 

I'UU'KS: 

Per Bottle. Pint. gviart. 

Hlaek -•"-■ »0i' $1.00 

Red 25c 50c 1.00 

Hlue 25c 50c 1.00 

Yellow 25c 50c 1.00 

Purple 25c 50e 1.00 

White 26c T.Oe 1.00 

Green 25c r.Oe 1.00 

Shipped by express. Charges eoUeeted. 

Card writers who use this Paint-Ink tind it unsurpassed for Kapid and Ornantental Lettering on white eard board. It 
Is of proper eonslsteney to letter snioooth and free, with Brush. Marking Pen and Shading Pen. Sample Lettering Free. 

SPKCL\L Kxpress charges prepaid on the following trial order: Four bottles of "Ever Ready" Show Card Paint- 
Ink- Black. Ued. Yellow and Oreen. securely packed and forwarded to your address for $1.00. express charges PRE- 
PAID to any point In the I'nited States and Canada. To insure safe delivery we ship the above four colors in a special 
lock-corner box. made expressly for this outtlt. 

Remit bv pi>stal or express money order. 

.\ddress. W. A. THOMPSON, Ponti.ic. Mich. 

103 




Eureka Show Card Paint 

The Twentieth Century Lettering Medium 
Ground by Machinery and ready for immediate 
use with the addition of water for thinning 

DRIES QUICK. HEAVY BODY. EASY LETTERING. 




103 



This paint is made expressly for brush lettering, display 
signs, show cards, ticlcets, etc., and fully answers all the varied 
requirements — sets up firm in lettering-, will not rub, scale or 
crack, and for cleanline.ss and ea.se of application cannot be 
excelled. 

rilE OXIA' SHOW CAKD PAINT THAT WTLL SHOW UP IN 

FILL STUENGni OF COLOR ON ANY COLORED 

SURFACE. 

The colors below may be blended to make any required 
shade. 

SEA'EN COLORS. Put up in screw top jars. 
PICK E.S — Rod, 30 cents each. White, Blue, Green, \'el- 
1<)«. J'lirple, Black, 25 ceiit.s eacli. 

These prices are net. Shipped by express, charges collect. 

Transportation on Show Card Paints (either EUREKA or 

EVER READY) may be reduced by ordering a supply at one 

time, as express charges on one or two colors will amount to 

about the same as that on half a dozen lots. 

Address, W. A. THOMPSON, 

Pontiac, Mich. 



Are You Looking for Ideas? 



This is u special and entirely new series, each number con- 
tains invaluable knowledge on each subject in question. 

From a practical standpoint it has cost many a man con- 
siderable outlay and inconvenience just to get to know what is 
explained by any one of the following numbers. They are 
not book.s, but small leaflets giving instruction from experi- 
ence boiled down in compact form. 

SKE \VH.\T THE l.IST <(»NT.\IXS: 
No. X25. SIGN WKITIXG. 

How to begin w'ork. 

Method of practice for free movement with valuable sug- 
gestions for best results. 
No. X26. MV SUN SIGNS. 

What material to use. 

How to mix paint for same. 

Practical hints to bring out finished job. 
No. X27. SM.\LT SIGNS. 

What paint to use and how to prepare back-groLind. 

How to apply smalts for neat work. 
No. X28. on. < IA)TH and OP.XQUE CLOTH SHJNS. 

Management tor (juick work. 

How to prevent paint from crawling on oil cloth. 

Hints on hangers, advertising signs, etc 



Itlea.s that Hill be worth dollars to you. 

If you are. you oaiuiot afford to be without the following- list. 

No. X2!t. rUl.I'.VHING SIGN BOARDS for Good Work, 
Priming, etc. 



How to prevent blistering and chipping when exposed. 
How to bring out uneven or rough spots to a smooth and 
vel surface. 

). X3((. WINDOW LETTERING. 

Showy Signs. Aluminum bronze work 



How to make 
suggestions. 



lending, etc. 
size for window work with v; 



No. X;J1. SHOW CARD PAINT. Mixing Colors, etc. 

\A'hat to use for easy and smooth lettering. 
How to mix, economical method for best results with table 
of colors. 

No. X:52. HRl SUES and LETl'ERING PENCILS. 

What kind and sizes to use for card and sign work. 

Best and cheapest lettering pencils with the REQUIRED 

EL.ASTICITY. 



How to keep them in good order, etc 
Number, 10c each, postpaid. 
104 



No. X33. RAISED LETTERING. 

How to begin work. 
Position, essential strokes. 
What to do and what not to do. 

No. X34. RAISED LETTER WORK. 

Explicit directions for mixing lettering compound. 
How to make white or colors. 

How to keep compound in good working order for smooth 
and solid lettering. 

No. X35. RAISED LETT'ER WORK. 

The AIR PENCIL, and how to make it. with full directions 
in detail, articles can be had at any druggist's or hardware 
store at small cost. 

How to All the Air Pencil with lettering compound. 

Easy and rapid methods. 



No. X36. RAISED LETTER WORK. 

Bronzing and flittering on black or colored card-board. 

How to apply Gold and Silver Bronzes, Diamond Dust, 
metalices and flitters of all colors. 

Directions for a superior water proof lettering compound 
accompanies this number. 

In all orders plainly state name and number desired. 

Remit by stamps or money order. 

Orders promptly filled ty return mail. 



PJtKE PER M .MBER. l(»c E.\CH — POSTPAID. 



.\. THOMPSON, 

Pontiac. Mich. 



Letter Patterns for Up-to-Date Sign Lettering 



Store Fronts, Awnings, 

Board Signs, Muslin Signs, 

Banners, Etc. 

The use of letter patterns, not stencils, but true outlines, 
cut from a good quality of straw-board, showing the letter 
itself, is now used by the most experienced signwriters. With 
a good outline of letters to begin with, sign work is two- 
thirds done, and is a decided advantage to the expert as well 
as to the beginner. A pattern that is cut true will give a true 
outline. These patterns are ready to work from, and with 
proper care will last a life time. 

HOW I'O I SE. 

In general Sign Lettering, place the patterns upon the sur- 
face on which the letters are to be used, so that the spacing 
will be even, and proceed to outline them by running a sharp 
pointed pencil around the edge of the pattern. This will give 
a correct outline of the letters and ready for painting any 
color desired. 

Very few sign painters shade letters correctly, but shading 
may be correctly done with patterns. First mark around the 
pattern to show the face of the letter, then move the pattern 
to the right or left (which ever side you desire the shading) 
and drop as far as you wish the shading to extend, and run 
the pencil along the outside edge as far as you wish the 



shading to extend, and run the pencil along the outside edge 
only. This will make the shading, all except joining the 
shades of the letter, which should be done with a line at an 
angle drawn from the point of the shading line to the point 
of the letter. 

The following outlines will give an idea of the styles gener- 
ally used, also price of each size, etc. In sending an order, 
note carefully the class or style you desire, also state size of 
letter you wish. 

ST\'LK ;50. 




2 inch letters 25 cents per set. . . . ; Postage 3 cents, 

3 inch letters 30 cents per set Postage 3 cents, 

4 inch letters 40 cents per set Postage 6 cents, 

6 inch letters 50 cents per set Postage 10 cents, 

5 inch letters 60 cents per set Postage 12 cents, 

10 inch letters 70 cents per se.. Po-tage 16 cents 

Following styles same price. 



106 



Any man or boy without previous knowledge of drawing sign writers with years of experience, 
or forming letters can do up-to-date sign work with these pat- Patterns cut from card-board showing each letter, true in 

terns. They enable the beginner to equal the work of many outline and ready for immediate use. 
STYI.E 32. STYLE 38. 








For price list see style 30. 

In sending an order, note the class or style you desire, also are ordered at one time, forwarding by express is often ad- 
size of letter wished. visable. When this is desired, remit only the net amount of 

Each set listed consists of 26 lette:s and characters & order without postage. 
Lower Case Letters to match any size or style may be had for Address all orders 

the price quoted on capital letters. When four or more styles 107 W. A. THOMPSON, Pontlac, Mlcb. 



Figure Patterns 

Figures outlined rapidly by running a peicil along the 
edge of pattern. 




ents 



Postage . 



ents. 



inch, per set ot 10 

inch per set of 10 20 cents. Postage 3 cents,. 

inch, per set of 10 25 cents, Postage 4 cents. 

inch, per set of 10 30 cents. Postage 5 cents. 

in h per set of 10 35 cents. Postage 6 cents. 

inch, per set of 10 40 cen's. Postage 7 cents. 





Either style, 48 or 49, see alcove price list. 



W. A. THOMPSON, Ponliiif. Mich. 



Raised Lettering 

For Novelty Signs and Show-Cards 




This lettering is made in any plain color, or in silver and gold bronzes, metallics. flitters, 
diamond dust. etc.. on wood, cardboard, glass, etc., and presents the appearance of fine em- 
bossed lettering, but in greater relief and much more attractive. 

In producing this style of work the operator simply manipulates the AIR PENCIL as he 
would an ordinary pen or lead pencil, the raised work or lettering being produced wholly 
by the pressure of the Air Pencil in the hand of the operator. Fine Raised Script and De- 
signs., can be produced in the same way. 
The work is very fascinating and executed with ease and 
rapidity. It is a money-maker from the start. Outside of 
lettering Sign-Cards, etc.. the work can be made very profit- 
able in ornamental decorations for the home. Flower pots, 
vases, panels, picture frames, etc., can be decorated in relief 
with leaves, flowers, scrolls, and other designs with the MOST 
SATISFACTORY RESULTS IN A VERY SHORT TIME. 

Materials for preparing lettering compound can be ob- 
tained in any locality at a cost of from 3 to 7 cents per pound. 
Plain lettered card signs sell from 15 to 25 cents each. 
actual cost of production from Ic to 3c. Elaborate styles 
with Diamond Dust, Flitters, etc., in Gold and Silver Letter- 




Oc each: cost of production from 2c to 



ing. sell from 20 
6c each. 

SPECIAL — We can furnish a complete RAISED LETTER- 
ING OUTFIT with instruction for $2.50. Outfit includes — 
One air pencil: one package of lettering compound; one pack- 
age of Diamond Dust; three packages of Flitter.s — gold, silver 
and crimson; alphabet chart, large and small letters, with set 
of figures — FRESH HAND WORK — full instruction for raised 
letter work — everything in detail and of practical value. Out- 
fit complete sent prepaid $2.50. Address. 

\V. A. THOMPSOX, Pontiac Mich. 
lOfl 



Something New 

SHADED BACKGUOIND AND OHXA3IEXTAI. DESIGNS 

I.X>R SHOW CARDS, ETC. 

Dozens of fancy designs in nicely blended colors. 

Can he made by any one in a few minutes. 

The show card backg-round in the accompanying illustra- 
tion will give an idea of the work done by the New Show 
Card Spray OutJit. The most inexperienced can produce 
from the start a flrst-class variety of show card designs of all 
styles in Air Bmsli Effect, and at a fraction of a cent above 
the cost of common card board. 

The Show qtud Spray Outfit will enable you to produce 
backgrounds and designs for show card equal to the work 
done by an Air Bnish, costing from $25.00 to $35.00. 

With this outfit the show card writer is above the com- 
petition of any one in his locality who is not so fortunate (no 
matter how skilled he may be) owing- to the fact that the 
work of elaborate designs can be done just as quickly as that 
of a simple scroll or outline. The Continuous Spray Does 
the Work and can be regulated to produce a light or heavy 
tint or shade of any color at the will of the operator. 

THE NEW SHOW C.\RD SPR.W OUTFIT IXCIA'DES: 

One Show Card Sprayer, complete. Six packages of assort- 
ed colors — Red. Blue, Green, Brown, Puiide and Yellow. 
Six Background Pattern Outlines — one for show card 2 2x2 8 
inches, two for 14x22 inches, two for 11x14 inches and one for 
7x11 inches. Six Show Card Background Cg-pies. assorted 
sizes, finished in colors. Full instructions showing how to 
begin, proper position at work, etc., etc. In fact everything 
in detail and designed expressly for the show card writer. 

This outfit is the most complete and convenient ever of- 
fered for the price and will give entire satisfaction. The as- 
sorted colors will be enough for over 3,000 backgrounds when 
properly used. 




OITI'IT CO."MPLETE FOHWARDED PREPAID FOR $2.50. 

Remit ty registered letter. Postal order or express money 
order. Address W. A. THOMPSON, PONTIAC, MICH. 

Samples Free Postpaid. 



110 



LIBRftRY OF CONGRESS 



liillHI 
013 972 918 3 # 





